Since 1939 Bayard's Chocolates has been seen as a local treasure, with a local following. Now under the ownership of a fifth generation confectioner, Bayard's approached Paragraph to update this classic brand for a modern audience... all without losing any of its loyal customers along the way. Paragraph helped breathe new life into the brand and lay a foundation for growing it beyond its local roots. (It was a sweet job to be tasked with.)

• Assess and understand each generation's brand loyalty — One customer we interviewed shopped with her mother and daughter, three generations of customers in one visit
• Define value propositions for various audiences
• Align historic brand with modern tastes
• Develop sustainable, flexible tactical plan

• Identity — Paragraph created a monogram "B" logotype separate from the brandmark to provide flexibility and variety throughout the many package and signage designs.
• Package design
• Outdoor signage
• Environmental and kiosk signage
• Print advertising and communications — Change is rarely seen as a positive by Bayard's largest customer group, so our message speaks to the new and the long-time customer equally.
• Sales materials — We helped Bayard's expand its customer base by creating a corporate gift catalog and wholesale and fundraising brochures.
• Digital communications — Ecommerce is on the horizon, but Bayard's foundation site now supports the brand and drives phone sales.

After a year on the market with the revised brand, Bayard's Chocolates are more popular than ever. On the horizon is an increased emphasis on ecommerce to better serve its direct consumers and wholesale customers.