Valeron
Pastry School
Pastry School
Valeron is a pastry school with more than 2000 students, online and offline. The owner and brand chef is the young and talented pastry chef Valeron, who started baking when he turned 14. My role in this project is Creative Producer and Brand Manager. I developed the brand DNA and marketing strategies, as well as managed creative projects and digital storytelling.
ROLE
creative PRODUCER
creative PRODUCER
ROLE
BRAND MANAGER
BRAND MANAGER
The project
Valeron is a young pastry chef. He started his career at the age of 14. The passionate teenager had a big dream of becoming a pastry chef and learning the skills of the best chefs. The dream required him to attend expensive courses and master classes, but his family could not afford it. Nevertheless, he found a solution. When Valeron turned 16, he started organising courses by famous chefs — so he could learn for free and build a budget for his further education. In short, he started his own pastry school. Exciting, is not it?
Project
roadmap
roadmap
Social media
development
development
Creative concept
Development
Content production
Collaborations
Development
Content production
Collaborations
Creative concept
Corporate web site
Landing pages
Corporate web site
Landing pages
Web design
Creative concept
Visual identity
Logo
Styling guide
Branding
Visual identity
Logo
Styling guide
Branding
Brand design
Sales materials
Recipes
Certificates
Recipes
Certificates
Graphic design
Content production
Photo content
Video content
Food styling and editing
Creative scenarios
Video content
Food styling and editing
Creative scenarios
Social Media
The Instagram account has grown from 7,000 to 38,000 followers and the reels have been viewed over 10 million times. Social media is coherent with mood boards and includes a professional portfolio and personal content. It is an important communication channel where thousands of pastry fans are inspired by a young pastry chef and receive valuable content and lessons on how to improve their culinary skills.
Mood board
The mood board in this project is based on fine French pâtisserie artworks by famous chefs such as Pjere Herme and Cedcik Grolet. Contrasts and bright colours create an adventurous and cheerful mood, classic silhouettes are the classic French pastry aesthetic in a modern and clean design. Our chef is young, so I wanted the entire feed to not only contain his work, but also reflect his charm and playful personality.
Keywords: pastry chef, French, modern, playful, young, professional, aesthetic.
Keywords: pastry chef, French, modern, playful, young, professional, aesthetic.
Content
production
production
In this project, content production focuses on food styling and food photography as well as video production. Attractive images and beautifully designed recipe videos always go viral and help develop social media and grow audiences.
Social media
Video
content
content
In the 2020s, video content is crucial. Together with Valeron, we created an endless number of videos for TikTok and Instagram. By following the latest trends and always being creative, we were able to reach millions of views and with videos that went viral.
Web design
When creating the mood board, I was inspired by the South of France and the beautiful Parfumerie Fragonard. The egg yolk yellow is bright and it is one of Valeron's favourite colours. It suits his energetic personality and is also associated with French aesthetics, Grasse and croissants. I also wanted to keep some minimalism and air so the content looks crisp and sharp. The colour combination of yellow and black also adds contrast and vibrancy. In this area, I was inspired by the Vilhelm Parfumerie aesthetic.
Keywords: French, bright and colourful, young energy, pastry art, minimalist, crisp.
Keywords: French, bright and colourful, young energy, pastry art, minimalist, crisp.
