Tous Les Jours, Renewed After 8 Years... "Leaping Forward as a Premium Bakery"

Goal of Evolution Through Product and Space Innovation
Providing Selected Products and Differentiated Space Experience
Operating Open Kitchen and Low Service Desk

CJ Foodville's Tous les Jours announced on the 16th that it will undergo a renewal for the first time in 8 years and leap forward as a 'premium bakery.'

This brand renewal aims to evolve into a premium bakery cafe through innovation in products and space while continuing the existing brand philosophy of a healthy daily bakery. The new brand identity (BI) features a clearer and bolder typeface with trendy design to create a lively feel, and additionally, the brand name (TOUS les JOURS) is used to apply ‘TLJ’ as a pet name to approach consumers more familiarly.

Tous Les Jours opened a premium brand concept store, 'Tous Les Jours Gangnam Direct Store,' in the heart of Gangnam Station on the 13th. Photo by CJ Foodville

On the 13th, Tous les Jours opened a new concept store, ‘Tous les Jours Gangnam Direct Store,’ right in the middle of Gangnam Station. Located on Gangnam-daero, a key commercial area with a large young population and the latest trends, it is expected to effectively convey Tous les Jours’ new image to various consumers. Tous les Jours plans to apply the new concept stores primarily to directly operated stores.

The new store focuses on ‘products’ and ‘space experience.’ The products are carefully selected high-quality items preferred by customers, including pastries with various flavors, fresh cream cakes topped with plenty of fresh fruit, and bread and pastries that pair well with coffee. Additionally, the bread purchase area and cafe space are separated to efficiently organize the flow, and various types of seating are arranged to provide comfort during the stay. To approach customers more familiarly and strengthen communication, an open kitchen is applied, and the service desk height has been lowered.

The interior design reinterprets Tous les Jours’ signature green color in a modern and sophisticated way to create a bright and lively mood. In particular, ceramic tiles representing well-baked bread are applied to the store walls, and interior accessories symbolizing the new BI are placed throughout to reinforce the new brand identity.

Meanwhile, to celebrate the opening of the new store, Tous les Jours is holding various events. Until the 20th, customers waiting for the bus during rush hour will receive warm hand warmers and 50% discount coupons for drinks, and until the 25th, customers who purchase over 20,000 KRW will be given a 5,000 KRW discount coupon for Christmas cakes. Until the end of the year, there is also an event where customers who visit the store and post verification on their personal SNS will be entered into a draw to win an invitation ticket to the ‘Kim Soo-hyun Fan Meetup’ event.

A CJ Foodville official said, “Tous les Jours is accelerating its growth as the global number one bakery brand by introducing an innovative premium store in Korea’s representative commercial area,” adding, “We expect that Tous les Jours, with its differentiated concept, will establish itself as a landmark in Gangnam and set a new standard for bakeries.”

This content was produced with the assistance of AI translation services.