Petite Loulou

In 2016, our friend and collaborator Dusty Lockhart came to Cohere with a vision: create a precious and special place just outside of DC in Purcelville, VA -an up and coming suburb filled with quaint shops and plenty of charm of its own. Inspired by her curious and equally charming daughter, Dusty decided to name the cafe Petite LouLou. With a concept framework like this, we knew that all the brand elements had to come together to provide a thoughtful and personal experience for the owners and customers.

The Narrative

We believe in the French joie de vivre. In the joy of conversation, joy of eating, joy of anything one might do. And that joie de vivre may be seen as a joy of everything, a comprehensive joy, a philosophy of life.‚Äč

Expert coffee, artful sweet and savory crepes, handmade croissants and pastries baked every hour, selections of French & regional wines. Our casual Parisan creperie transports guests to urban Paris.

A Family Affair

As for the branding, the kids were involved the whole time, helping research the market, design the space, write the menu, and more. The art-deco inspired all day french cafe features hand-done illustrations, giving it a Parisian country feeling without being too expected or overplayed. Inside, no detail has been spared – including silver coffee service trays, Limoges china, an antique copy of the Guide Michelin, and 1937 French magazines plastered on the walls of the bathrooms. The interior design and brand mesh seamlessly thanks in part to a clear vision from the beginning of the project.

Since opening in 2016, the shop has become a must-stop destination in Northern Virginia, and has earned a devout following of those looking for a bite of Paris in an unexpected place.

We chose Loulou because of our daughter's name, and I loved that it also means sweetheart in French. Mon loulou. My sweetheart. It has meaning on so many ends.

Dusty Lockhart

Are you looking for a non-traditional way to brand your restaurant or cafe concept? Explore our food and beverage branding services further, or contact us to get to work.

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