The Baker
Alexandre Laumain
In 2023, Alexandre Laumain achieved something no French baker had done in a generation — winning both the title of Meilleur Ouvrier de France and the World Championship in Boulangerie in the same year.
The MOF collar — blue, white, red — is the most recognized mark of mastery in French craft. Fewer than ninety bakers have ever earned it. The world title, won at the Mondial du Pain in Tokyo, confirmed what his peers already knew: that Laumain's approach to bread, rooted in deep nutritional understanding and obsessive technique, represents the very summit of the craft.
He has spent years as an international trainer, taking his knowledge to bakers across Europe and Asia. Now he is returning to Burgundy — to the village of Puligny-Montrachet — to open the bakery he has always imagined.
"I do work a lot on the nutritional part of bread. I want to have a place where you can rest and feel comfortable."
— Alexandre Laumain, 2026
📍 12 Place du Monument, Puligny-Montrachet
🗓 Opening April 2027
🏅 MOF Boulangerie 2023 · Champion du Monde 2023
The Place
12 Place du Monument
Puligny-Montrachet
Puligny-Montrachet needs no introduction to anyone who understands French wine. It is one of the most revered addresses on earth — a village whose name alone signals an uncompromising pursuit of quality. The visitors who come here are sophisticated, international, and attuned to excellence in all things.
The bakery will occupy a beautifully rehabilitated Burgundian stone building directly on the village square. The ground floor — boutique and production — opens in April 2027. The upper floors will follow in 2027-2028. The architect's vision respects the structure's historic character while opening it with enlarged windows, wood joinery, and a rationalized interior that puts baking front and center.
The product range is considered and complete: traditional and specialty breads with a strong nutritional identity, pure butter viennoiseries, coffee, seasonal biscuits and packaged goods, snacking, and a B2B channel serving the village's Michelin-starred restaurants. This is not a pastry shop — it is a baker's bakery, with coffee, built around the idea that honest ingredients and mastered technique are decoration enough.
Brand Positioning
The Name Is the Brand
Laumain. One word. No subtitle needed on the door.
The great wine estates of Burgundy do not explain themselves. Domaine Leflaive, Domaine de la Romanée-Conti, Domaine Leroy — the name carries the lineage, the philosophy, the standard. This is precisely the positioning available to Alexandre Laumain in Puligny-Montrachet: a name that stands alone because the work behind it is sufficient.
The brand does not need to shout MOF or World Champion. Those credentials are present — woven into how the space is introduced, how the products are described, how the story is told — but the primary expression is simply: Laumain. A name to remember. A place to return to.
The work speaks. The baker does not need to introduce himself in every sentence.
A place to rest, to sit, to stay. The sitting area is as considered as the bread.
Nutritional integrity is not a trend here — it is the foundation of how Alex thinks about bread.
Stone, wood, light, and silence. The terroir of a great bakery is its building and its village.
Visual Identity Direction
Materials, Light, and Restraint
Alex's own words define the visual philosophy: raw materials, light over decoration, products as the focal point. The brand identity takes the same position. Nothing that does not serve the bread. Nothing that competes with the stone walls and warm wood of the space itself.
#F7F4EE
#C4A882
#8B7355
#2C2420
#1A1714
Drawn from the physical world of the bakery itself — the limestone of the walls, the wheat of the flour, the dark of the oven interior. No artificial colour, no trend palette. These are materials colours.
Cormorant
Garamond
Display — Headlines — Wordmark
A refined French-origin serif with exceptional elegance at large sizes. Used for the wordmark, section headings, and any type treatment that needs to feel handcrafted and timeless.
Inter
Light
Body — Labels — Navigation
Clean, modern, and completely unobtrusive. Inter at light weight creates the precise contrast the brand needs — the serif leads, the sans supports. Never competes.
Not rustic-cute. No wheat sheaf illustrations, no chalkboard fonts, no barn aesthetic.
Not a pastry boutique. The visual identity does not compete with Ladurée or Pierre Hermé.
Not loud about credentials. The MOF is present but never used as a badge to shout with.
Not overly decorated. The brand takes the same position as the interior: light over decoration.
Scope of Work
What Mango Media
Can Build for Laumain
The following scope is proposed as a phased engagement, aligned with the April 2027 opening and the staged rehabilitation of the building. Each phase can be engaged independently.
- Primary wordmark — Laumain logotype
- Secondary marks and variations
- MOF credential integration
- Colour system and usage guidelines
- Typography system
- Brand standards document
- Brand voice and tone guidelines
- Tagline and descriptor copy
Foundation of everything. Delivered before any other phase begins.
- Bread bags and paper wrappers
- Coffee cups and sleeves
- Pastry and biscuit boxes
- In-store menu design
- Product labels and tags
- Exterior signage concepts
- Business cards and stationery
- Seasonal packaging (Christmas, Easter)
All files delivered print-ready, production-supervised as needed.
- Website design and development
- Mobile-optimised experience
- French and English versions
- Menu and product pages
- Instagram profile setup and templates
- Google Business Profile optimization
- Launch announcement page
- SEO foundation
Website ready before opening. Social templates delivered for ongoing use.
- Launch shoot — interior and products
- Hero imagery for web and social
- Product photography — full menu
- Brand film — short opening story
- Behind-the-scenes baking content
- Portrait session — Alexandre
- Seasonal content campaigns
- Ongoing content retainer (optional)
Shot on location in Puligny-Montrachet. William Torrillo, photographer, in person.
- Pre-launch content strategy
- Instagram and Facebook management
- Monthly content calendar
- Story and reel production
- Community management
- Analytics and monthly reporting
Available as a monthly retainer from launch. Can be phased in after Phase 4.
Phase 01 — Logo Concepts
Three Directions
for the Laumain Identity
Each direction starts from the same brief — the name, the village, the baker — and arrives somewhere different. The goal is to find which one Alex recognises as his own.
The name alone, set wide and still. Drawn directly from the visual language of the great Burgundy wine estates — where the wordmark is the estate, the lineage, and the promise, all at once. No emblem. No descriptor. Pure typographic confidence. This direction argues that "Laumain" at the right scale, in the right face, needs nothing else.
A complete brand mark in three tiers. At the top, a single wheat ear rendered in precise line work — architectural and clean, nothing rustic about it. At the center, the LAUMAIN wordmark in the same wide-spaced classical serif. At the base, the credential that sets this bakery apart from every other in France: Meilleur Ouvrier de France · 2023, flanked by the two tricolor bars of the MOF collar in blue and red — the only moment of colour in the entire identity, and entirely earned. This direction carries the full story of the baker in a single mark. It stamps, seals, and embosses. It works on a kraft bag, a wax seal, a shopfront window etching, or a business card. The wheat speaks to the craft. The MOF speaks to the mastery. The name speaks for itself.
A more contemporary expression — mixed case, tighter tracking, slightly more weight. "Laumain" leads, with a refined descriptor below that brings in the baker credential and the village in a single line. This direction is built to work harder at small sizes, travels well on social media, and speaks to a slightly younger, more international audience without losing the craft character. The most versatile of the three.
Which direction speaks to you, Alex?
There are no wrong answers. Each direction can be refined, combined, or taken somewhere new. This is the conversation, not the conclusion.
We Build Brands for Places That Matter
Mango Media VI is a creative agency based at Yacht Haven Grande, St. Thomas, US Virgin Islands. For twenty-five years we have worked with the world's most demanding hospitality brands — building identities, telling stories, and creating the visual language that makes a place unforgettable.
Our founder William Torrillo is a photographer, cinematographer, and storyteller whose work has been featured by National Geographic and the Discovery Channel, and whose clients include Four Seasons, Ritz-Carlton, Marriott, and Hilton. We know what excellence looks like. We know how to build something worthy of it.
A Note on This Presentation
Directional Work,
Not Final Deliverables
Everything you have seen in this proposal — the brand directions, logo concepts, packaging mockups, and architectural visualizations — has been created specifically for this conversation. They are directional explorations, intended to show what is possible and to give us a shared visual language before the real work begins.
The actual brand identity process — refinement, vector artwork, type licensing, production-ready files, packaging specifications, and everything that follows — begins once we agree on scope and terms. At that point, Mango Media VI commits fully to building something worthy of the baker and the village.
When you are ready to move forward, we will schedule a call to discuss the engagement, timeline, and investment. All rates, deliverables, and timelines are determined together — nothing is fixed until we have spoken.
Visual Direction
Bringing Laumain
to Life
These visualisations were created exclusively for this proposal to illustrate the potential of the Laumain brand across packaging, exterior signage, and the interior experience. They are directional — the real work begins once we engage.
The Packaging System
The LAUMAIN wordmark applied across the core packaging touchpoints — kraft bread bag, ceramic coffee mug, pastry box, and social profile card. The palette holds across all surfaces: limestone, charcoal, wheat, and parchment.
Every item a customer touches carries the same quiet confidence. No clutter, no explanation needed.
12 Place du Monument
The LAUMAIN wordmark set above the entrance of the rehabilitated Burgundian stone building — architectural, restrained, and immediately legible from the village square.
Through the shopfront window: warm wooden shelving, bread displayed as the hero, pendant lights. Exactly as Alex described — products as decoration, light over everything else.
The Experience Inside
Warm walnut shelving, bread on open display, the LAUMAIN mark above the counter. The brand lives quietly in the space — on bags, on cups, on a small framed menu board — without competing with the products or the light.
The interior tells the same story as the wordmark: mastery without ego.
Ready to begin when you are.
This proposal is a starting point. Every element of the scope, the approach, and the timeline is open for conversation.
Let's talk.