Pastry shop.
No. Not like this.
You can do it now.
Confectionery… A business that is destined for success. You can start your “tasty” business with a starting capital of $3000, and pay off in just 1-2 years.
The quality of goods and service is only half the battle. Before you open your own candy store, you need to take care of the positioning of your future brand, the corporate style of the establishment and, of course, the name.
Read about the main components of a confectionery brand here.
Naming a candy store: experience of successful ones
We looked at a dozen rankings of the best pastry shops in the world and noticed one pattern: 90% of the names of pastry shops can be divided into just 6 categories.
1. proper name
The name of the chef, the founder of the pastry shop or the school love of the director – all this can be the basis for the creation of the name of the pastry shop or coffee shop.
This is what the founder of Dominique Ansel Bakery did. The world-famous pastry chef Dominique Ansel named the bakery after himself for a reason. His working day starts at 4am. Until late in the evening he bakes, fries, does the accounts and receives visitors.
Such a dedicated approach to work bears fruit – from six in the morning, kilometer-long queues line up near the institution.
Photo. Exterior of the establishment and owner of the pastry shop Dominique Ansel
Well… In that case, name naming is justified.
If the name “Dominique Ansel’s Bakery” seems too cumbersome to you, you can use just the first letters of the first or last name. In Kiev, on Elena Teliga Street, there is a pastry shop with the mysterious name “Bo.” – A symbiosis of Hector-Jimenez Bravo’s talent and the hard work of pastry chef Lidia Ostapchuk. The first letters of their surnames gave the name of the place.
Photo. The showcase of Bo. pastry shop and its founder Hector Bravo
A proper name does not necessarily belong to a real-life person. The Volkonsky confectionery has an elegant corporate style and an equally elegant name, which transports visitors back to the time of Tolstoy and Dostoevsky.
Photo. Logo and assortment of Volkonsky bakery and confectionery shop
2. product / product
Doughnuts, macaroons, croissants, cakes, cupcakes – words that evoke a rush of saliva and pleasant associations. The marketers of many establishments take advantage of this.
There is a bakery in San Francisco called Tartine (French for sandwich). In the establishment, you can buy special country bread, bagels and pies. “KOLORO” believes that even if visitors do not know the translation, the name is chosen well. It is sonorous, laconic and easy to remember.
Photo. Tartine institution in San Francisco
There are also quite a few pastry shops in the capital with a “sweet” name. The specialty of “Tiramisu Bar” is (attention, surprise) lemon tiramisu. The name is rather uncomplicated, but it is easy to remember and immediately puts all the points over “i” – the establishment is focused on drinks and desserts.
Photo. Interior of Tiramisu Bar
La brioche” (from Italian – croissant) pastry shop pleases its visitors with sweets of Italian cuisine. But the name has a huge disadvantage – how many Kiev citizens will read it correctly? Le brioche? Le brioche? Le brioche? Let’s not torture you with linguistic riddles. Our colleagues from the Italian branding agency suggest that the last variant is the right one.
Photo. Exterior of La brioche pastry shop
3. Variations of the word bakery / pastry shop
At first glance, such names of pastry shops are simple. Even too simple. But a company that wants to drink a bottle of white dry in the evening or a hungry couple in search of a juicy steak will definitely not enter an establishment with such a name. That is, the chances of the visitor becoming a customer are greatly increased.
One of the most famous bakeries in the world is located in Rio de Janeiro. Its name is Boulangerie Guerin. In French, boulangerie means bakery, bakery and Guerin is the name. Boulangerie Guerin. It evokes family recipes and a homey atmosphere.
Photo. Boulangerie Guerin in Rio
Sometimes the simplest solutions lie on the surface. Thinking about what to call a home confectionery shop? Kiev bakers agreed with the phrase “everything ingenious is simple” and now treat everyone to cakes and pies in “Domashniy konditerskiy”. Strange as it may seem, Ukrainian names are a rarity in the capital. The owners prefer Latin names.
4. Geolocation
In a small Texas town near a gas station, there is an inconspicuous bakery called Czech Stop. If you ask Google about the most famous bakeries in the world – this Prague island will be in the TOP. The name speaks for itself. In this place you will find traditional Czech products – kalachas, patrushkas, and, of course, beer.
Photo. Czech Stop and the famous kalachi in the process of cooking
How to name a confectionery store if you plan a permanent expansion of the network? One of the most famous Ukrainian confectionery shops has a geographical name. Lvivska maistrenia chokolodu. Usually, naming experts do not recommend choosing a name that consists of more than two words or more than eight letters. The case of Lviv confectioners is a pleasant exception.
Photo. Master class in Lviv Chocolate Workshop
Just three words speak volumes about the company’s positioning:
- Lvivska – the flavor of this city can be traced in everything, from the interior to the waiters’ behavior;
- maisteria – the institution not only treats you to sweets, but also teaches you how to make them;
- chocolate – most likely 80% of the menu will be with this ingredient.
5. Ingredient
Copenhagen’s oldest bakery draws its inspiration from… ice. That’s exactly what it’s called – Conditori La Glace. The phrase is in French and translates to “pastry shop of ice”, but interestingly, “glace” also means “glazed” in Danish.
Photo. Conditori La Glace employee
This is an example of ingredient naming. Ice is used in the preparation of drinks that are served with the famous Danish pies.
In Kiev on Podol and in the area of Golden Gate there are café-candy shops “Honey”. Honey details are more noticeable in the interior than in the menu.
Photo. Café-candy shop Honey
6. Other
Sometimes owners want to name a pastry shop or coffee shop in an unusual way.
Anna Tsfasman, director of the Doubleby coffee chain, first gave the institution the name “Grandma Batman”. This is how the children nicknamed her grandmother for her superpower of appearing in the right place as soon as they were up to some mischief. But then the name seemed cumbersome and was shortened to BB, meaning “Dumblebee”.
Happiness Pastry Café makes it easy to see exactly what you’re coming to it for.
Photo. Macaroons by the confectionery “Happiness”
How to name a confectionery store or cafe: naming mistakes
Retail branding of a coffee shop or confectionery is a multi-stage task. Naming is one of the first stages in forming the image of an establishment.
If you decide to come up with a name for a pastry shop on your own, so to speak “at home” – branding agency “COLORO” admires your courage, but recommends to learn what are the main mistakes you can make in this seemingly easy business.
A corny name for a candy store. “Sweets”, “Dainty”, “Buns on the street” and all sorts of variations of “Dolce Vita” are the options that first come to mind. They are understandable to a general audience, but in a highly competitive market, you need to stand out.
Inconsistency with the overall style. Let’s say you see the sign “Roman Vacations”, fresh baked goods in the window, but when you get inside, you find Kirovograd linoleum and the usual Kyiv assortment: doughnuts, cottons and baguettes. It is necessary that the name of a bakery or candy store succinctly convey the essence of its positioning.
Excessive foreignness. This is a traditional mistake for naming pastry shops. For example, many people associate croissants and macaroons with France. This is how names like “Délicieux bonbons” or “Meilleure boulangerie” appear. The branding agency KOLORO is not against foreign names, but only if they are understandable to the target audience.
Last name as a brand. Not all proper names are suitable for developing the name of an establishment. Some surnames just do not sound (“Confectionery Slez” or “Coffee House Lubomir Olyanych”), some cause associations not at all with the sweet (“Bakery Lyashko” or “Pies Tchaikovsky”). Therefore, be careful when deciding to immortalize your name on the sign of the institution.
Read also:
- Development of the name and design of the packaging of dietary supplements
- Symbolic naming: new approaches to brand name development
- How to name a clothing brand: 6 ways, 13 examples and 6 common mistakes
- Brand for export: developing a name to enter the European market
Stages of sweet naming: how is it done in the branding agency “KOLORO”?
Now we’re going to open the curtain. You will learn how the naming of a confectionery shop takes place in a branding agency.
- Analyzing the confectionery market. Find out everything about your competitors and your target audience: what they like, what kind of coffee they drink for breakfast and where they vacationed last summer. If you are informed, you are armed.
Examples:
- Internal audit of the establishment. If the pastry shop already exists, the naming takes into account the peculiarities of its interior, exterior and corporate style. If it is only a project, we delve into the idea and ways of positioning the future brand.
- Development of Terms of Reference. You should not take the selection of the name of a confectionery or coffee shop lightly. The account manager enters all the customer’s requirements into the document.
- Generating name variants. Copywriters are inspired by music, themed images, the world around them and end up with a pool of 100 names. The first vision of how to name a bakery / pastry shop / coffee shop emerges.
- Initial selection of options. Implemented through brainstorming. The entire team of the creative agency gathers in the office / kitchen / meeting room in order to leave only the best out of 1000. Analytical and stylistic analysis of the name of the pastry shop is carried out, the selected variants are checked for uniqueness.
- Customer Presentation. Together we choose the future vector of movement.
- Secondary selection of options. Let’s say that among the options proposed at the first stage, the customer liked the name “Coffee 3”. This is a peculiar play on words, reflected in the interior (3 reads as an English translation of the word “tree”). That’s why in the second part of the naming of the confectionery or coffee shop, variants using symbols will be worked out.
- Development of the visual component + presentation. Visuals help in conveying the idea of the name and help in making the choice of name for the confectionery company.
- Consulting on trademark registration. We tell you about the pitfalls of bureaucratic procedures.
We wish you that the trips to the pastry shop will not affect your figure in any way, and that your supply of inspiration will be endless.
Should there be a need to replenish its supply, please feel free to contact us. You are welcome in absentia.
