HOC's positioning was built around category ownership: be the first name that comes to mind when someone wants a croissant. Not a café that also does croissants. The croissant place. To get there, Rare Ideas used one shape - drawn from the croissant itself - and ran it through everything. Menus, packaging, signage, the space. Less as decoration, but as repetition that builds memory. This is something we find underrated in brand work: recall is built through consistency, not cleverness. When people see the same form everywhere, the more you remember it. That's the whole trick.