The chef, Andrew Blas, is half French and is renowned within his industry as being one of the UK's top professional pastry chefs. He is born and raised in Sunderland and is returning the North East to launch his business. 'Proper' is a true northern word. The name 'Proper Patisserie' is a fusion between the two heritages and the French style products he will sell and recognition of the standard of pastries being produced. The chef, and the brand, is a little bit cheeky - the name tries to capture this, a little tongue in cheek. 

• Luxury/quality
• Fun/playful
• Bold flavours and colours
• Modern twists on classics/retro (i.e. bubblegum chocolate, flying saucer macaroon)
• Serious about the quality but less serious about life