Rive Gauche unveils vibrant new brand look to commemorate 30th anniversary

Artisanal Parisian cake and pastry shop Rive Gauche has unveiled a new brand logo and revamped brand look as it commemorates its 30th anniversary. 

The new brand look, which was unveiled at Rive Gauche's first rebranded store at Serangoon Nex, aims at representing the sophistication and timeless elegance that is reflected in its products. It added in a statement that its new look aims to incorporate the preferences of the modern consumer.

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 "We are excited to unveil our new branding initiative that reflects our evolution as a brand over the last three decades," said Ms. Sanae Inada, the general manager of Rive Gauche. "Our customers can look forward to a refreshed experience, including the relaunch of our website with a new online experience in two months and rollout of the revamped store design across all our other seven outlets by the end of September this year."

"Besides upgrading the brand look, we're committed to delighting our customers with the introduction of new cake and pastry items gradually throughout all our outlets, so there's always something interesting to discover at Rive Gauche with every visit," Sanae added.

Some of these new products include a strawberry and basil tart, a matcha raspberry entremets and a miso mixed nuts tart. Chocolate lovers can also expect more creations from its well-loved Guanaja series such as tarts, cupcakes, cookies and macarons in the coming months.

As the retail space bounced back from the pandemic, it is more important than ever before for retail spaces to remain relevant. 

According to a Milieu Insight study MARKETING-INTERACTIVE published over Chinese New Year with over 5,000 respondents from Singapore, Thailand, Vietnam, Malaysia and the Philippines, it was found that physical stores are still going to be a big part of those spending on fashion this festive season.  Around 53% of those who intend to spend on fashion are most likely to be shopping in physical stores, despite the ease and convenience of online. Meanwhile, 18% intend to do so via brands’ or fashion retailers’ websites/ apps and 28% on marketplace ecommerce platforms.

Interestingly, across the region, Singapore shoppers are most likely to shop in-person (66%) versus other Southeast Asian countries.

It was also found in a 2021 report by McKinsey, that towards the end of the pandemic, data showed that in-store shopping is here to stay. However, the report added that the retail space will need to function differently than in the past and will require new mindsets and capabilities - especially through offering online-to-offline (O2O) services as well as acting as strategic assets in the race for same-day delivery. 

This is likely why store and product rebrands tend to be so crucial particularly in this day and age. 

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