Le Petit Chamarel: building a brand from launch day
Florent Dabernat
March 7, 2026
2 min read
In this article
Le Petit Chamarel is a Mauritian restaurant and catering concept with click & collect, right in the heart of Marseille. Unlike the other projects in the portfolio, there was no existing image to evolve: everything had to be built, before the doors even opened.
Building a brand before opening
I was brought on to create the entire visual identity of Le Petit Chamarel and everything that comes with it. The goal was to develop a consistent visual identity and a high-performing website, while helping the team structure their offer itself: support that went well beyond strict graphic design.
When a brand doesn't exist yet, the work often starts before the blank page: understanding what the client actually wants to offer, and helping them clarify it for themselves before translating it visually.
A modular identity for a still-young concept
The project was built around a modular logotype and graphic variations designed to support the concept's growth: from the restaurant menu to click & collect materials, including signage.
On the digital side, the site was built on WordPress, mobile first and optimized for local organic search, a key stake for a restaurant that depends heavily on local visibility.
I've never seen a more beautiful DODO logo... Thank you to Audrey and Florent for their work!
Client testimonial, Le Petit Chamarel
On a launch, the identity has to be designed from day one as an evolving system: a young concept will branch out and grow, and the identity needs to be able to follow without breaking.
The results
The result is complete, tailored support, both for launching the concept and for sustaining it over time. An identity designed to grow with the business, rather than a fixed look frozen on opening day.
Want to know where your own brand stands? Take IDSEED's free branding audit: twenty questions to get an objective read on your current positioning.
Frequently asked questions
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Should you create the identity before or after defining your offer?
- Ideally in parallel. A strong identity often helps clarify the offer itself: the design process pushes founders to make choices (positioning, tone, target audience) they hadn't always spelled out.
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How do you design an identity that still needs to evolve?
- By building a modular system from the start (logo, colors, variations) rather than a fixed look, so the brand can extend to new formats without losing its consistency.
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Is local SEO really important for a restaurant?
- Essential: most searches that lead to a booking or a store visit happen nearby, on mobile. A poorly locally optimized site loses a significant share of its potential traffic.