Located in Sète, France’s leading Mediterranean fishing port, also known as “the Venice of Languedoc,” Le Boucanier is the quintessential Sète bistro.

Created in 1969 by Arlette and Léon Chalaux, Le Boucanier has become a must-visit venue in Sète for its themed evenings and fantastic shows. Located on Quai Aspirant Herber, near the canal, the establishment has had several incarnations, including as a dance hall, cabaret, and piano bar, before finally becoming a bistro renowned for its excellent cuisine.
In 2017, Nicolas Jean and François Domingues acquired this magnificent venue steeped in history. After revamping the restaurant’s menu to showcase local and artisanal products, and creating a new, extensive wine list featuring fine local wines, they wanted to rework the venue’s visual identity to restore it to its former glory.

An authentic venue inspired by Italy and Art Deco

The new visual identity must convey the establishment’s values of authenticity and simplicity, while highlighting the timeless experience of this place, that of the bistro-canaille and the France of yesteryear. A typical restaurant with a marble counter, wooden bistro chairs, and solid wood floors that creak when you walk on them, all in a warm and welcoming atmosphere where glasses of red wine sit alongside finely salted peanuts on the counter.

The visual identity also had to reflect the strong link between the city of Sète and the Mediterranean country closest to it in terms of culinary specialties: Italy. The city of Sète is home to a large Italian community that has passed on its colorful and generous cuisine in a spirit of sharing. This period in history, marked by significant cultural exchanges with Sète and the friendliness of its inhabitants, is inseparable from its artistic movement: Art Deco. An Art Deco inspiration that is clearly identifiable in the visual identity, punctuated by ornamental and geometric motifs that elegantly adorn the bistro’s stationery. A result that is as simple as it is warm, illustrating the values and history of the establishment.

But what exactly is a Boucanier? The word boucanier comes from “boucan,” an indigenous term referring to a grill or wooden rack on which meat or fish was smoked and dried. This word, rich in history, became the guiding thread of the visual identity and the Braciola typeface (click here to discover it), created especially for the occasion. A typeface marked by elegantly curved lines, which refer to the smoke that delicately dries the fish placed in the boucanier.

Stationery & greeting cards

The Italian inspiration is also reflected in the choice of paper. We opted for paper from Fedrigoni, an Italian brand that has specialized in creating high-end paper since 1717. In line with the restaurant’s philosophy, which emphasizes local products and short supply chains, the communication is simple, eco-friendly, and appealing. In line with these principles, we chose Materica uncoated paper, a recycled, mass-dyed, fully biodegradable paper that feels exceptional to the touch. The visual identity, purely typographical, was designed in advance to convey these values. As a result, it is simple and can be printed in-house for a result that is as delicious as it is eco-friendly.