Hop! La Toque Branding
Restos Plaisirs
Context
Against the backdrop of increasing growth in ready-to-eat meal services, Restos Plaisirs wanted to revamp the À Table Chez Soi catering service’s image. Exciting, tasty, and playful: The new brand should embody these values and bring to mind the warmth that made the reputations of the group’s restaurants. So À Table Chez Soi becomes Hop La Toque, building on happiness and comfort, and delighting in the simplicity of enjoying signature dishes at home.
Strategy
New name, new brand image, same ready-to-indulge items: Hop La Toque got a complete makeover from Maison 1608. The orange in the logo whets the appetite, while the turquoise is a symbol of optimism. The image of the chef’s toque is reminiscent of both a cloud (lightness, ease, peace of mind) and a chef (quality and expertise). The colourful fun of ready-to-eat meals with a pinch of fantasy, and that home-made feeling: that’s exactly what Restos Plaisirs has in mind!
