Zumbo Pâtissier set out to democratise delicious, making high-quality pâtisserie accessible to everyone at a fair price. As the brand expanded into supermarkets, its identity was redefined for retail while preserving its distinctiveness. The strategy was reinforced by the tagline ‘The People’s Pâtissier’ and a bold, headline-driven identity, challenging traditional notions of exclusivity and positioning Zumbo as a premium yet accessible brand.