Institut Paul Bocuse

Redesign of the iconic French school for culinary practices and hospitality management in Lyon

CBA PARIS / Creative Director
Team: Sam Thrush, Yovanna Wallet, Noe Halimi, Pierre Rhodes

Institut Paul Bocuse is an iconic French school for culinary practices and hospitality management in Lyon. As the hotel and restaurant industries are undergoing significant changes, the challenge was bringing together the Institute's heritage and its vision for the future.The new identity embodies a new creative concept, built around the idea of combining elements and celebrating creativity in its various states. A brand like this needs guidelines that describe a system of principles and an attitude rather than fixed rules. Every element of the system was envisioned to be modified and stretched endlessly while staying unmistakenly recognizable as part of the brand.

True to the concept of 'creative combination,' the new logo is a union of letters featuring the word 'Institut' more prominently than the name of the original founder.

The story of the new identity explores the universal truth of creativity: It's not the ingredients that create an outstanding culinary or hospitality experience — it is the re-interpretation and re-organization of the otherwise ordinary. 

COPYRIGHT 2020 MARTIN ISELT