Prêmio Taste France Brasil
SÃO PAULO / BRAZIL
How do you design the identity of a food award arriving in a country for the first time?
The Taste France Award is run by Business France, the French national agency for international business development. The first Brazilian edition took boulangerie as its theme and, on 5 May 2026, named the country’s best croissant and best traditional French baguette. We created the visual identity and the graphic system for the award.
The award already existed in other countries, but the Brazilian identity was built from scratch. It had to translate a French spirit with subtlety, without falling back on the Eiffel Tower, the baguette under the arm and the beret.
We went looking for that spirit where it exists without symbols: in the line of French illustrators such as Jean Cocteau, Sempé and Serge Bloch, who make something read as French through a loose line and graphic humour, without needing a flag. In this edition, that line became bread.
The illustrative space was opened inside Business France’s existing communication, respecting all of its brand rules. And it was designed not to serve only this edition: Taste France changes theme every year, and the system follows that change without starting over. The theme enters through the illustration, the structure stays.
41 bakeries from eight Brazilian states entered the first edition, judged by a panel chaired by Bruno Cormerais, Meilleur Ouvrier de France. Mich Mich took gold for the croissant, Casa Allamanda for the baguette. The identity carried the award’s debut in Brazil and remains available for the editions that follow.
