Since 1939, Bayard’s Chocolates has been seen as a local treasure with a loyal following. Now under the ownership of fourth- and fifth-generation confectioners, Paragraph helped breathe new life into the brand and lay a foundation for it to grow beyond its local roots.
Through research and analysis we developed a keen understanding of each generation’s brand loyalty, aligning the historic brand with modern tastes. From there, we developed a sustainable and flexible brand strategy and supporting tactics, included a new brand mark, color palette, package design and packaging system, environmental and kiosk signage, print advertising, sales materials, digital communications, and more. After more than a year on the market with the revised brand, Bayard’s continues to grow market share and increase in popularity. Now, not only can you find Bayard’s at their traditional chocolate houses in New Jersey, but you can also find the classic brand at Macy’s in Herald Square.
Branding: - Identity & Visual Language - Voice & Messaging