Case Study
Le Toucan Café Spectacle
A Vibrant Brand for the Heart of the Community
the Challenge
Melodie and Cyril, the founders of Le Toucan Café Spectacle, envisioned a lively, inclusive space in the South of France where families could gather during the day and adults could enjoy theatrical performances by night. With a tight budget, they needed a comprehensive brand strategy and design that would capture their vision while enabling them to promote themselves effectively. The project also required navigating local regulations for exterior design and ensuring the branding reflected their bold, creative vision.
The Solution
This six-month project included an in-depth brand positioning exercise — my first conducted in French — to define the café’s identity and values. I developed a comprehensive brand identity system and guidelines to ensure consistency across all touchpoints, including social media templates for cost-effective promotion. Key deliverables included:
Brand Identity & Systems
I created a cohesive brand identity, guidelines, and social media templates to empower the team to promote themselves.
“This was the biggest project of our lives, to quit our jobs and set up a cafe spectacle. We weren’t sure where to begin and she helped us throughout the process, from start to finish! Not only do we love what she did visually, but we were very successful and all our clients raved about how different we looked and how cool the space was. Taya created a space that we could play in, and it was our child, we loved every minute.”
Melodie Charante, owner of Le Toucan
Interior Branding & Design
I designed the entire interior aesthetic, selecting plates, cups, napkins, and decor that aligned with the café’s “favela chic” concept. I also designed the stage area, turning it into a focal point of the space.
Printed Collateral
I produced branded materials such as menus, posters, placemats, and opening-hour displays to bring the café’s personality to life.
Exterior Design
I overcame regulatory challenges with the local Mairie to design a facade that balanced the café’s bold vision with community guidelines, adapting the concept to use wood and paint instead of corrugated iron.
The Results
The Toucan Café Spectacle became a beloved community hub, known for its vibrant, joyful atmosphere and creative offerings. It stood out as the one destination in the area with true personality, attracting families, performers, and locals alike.
The café’s success allowed Melodie and Cyril to sell the business for a profit just before the COVID-19 pandemic, with the branding so effective that the new owners kept it intact. Unfortunately, the lockdowns led to its closure, but Le Toucan remains fondly remembered as a cornerstone of the community.
Lessons Learned
This project taught me the importance of adaptability, particularly when dealing with local regulations and unexpected challenges. It also reinforced the power of a brand identity that genuinely connects with its audience, creating a space that becomes the “heartbeat” of a community.
