Warm vanilla aroma wafting through the air - colorful croissants, macarons and custard tarts perfectly lined up behind an immaculate glass counter - fresh coffee roasting in the background - the quiet murmur of guests catching up over creme brûlée and une noisette.
These are the images that came to mind when I first got to work on a brand identity for a beautiful little independent bakery set in the German countryside. Maison Géraux is a French-owned patisserie that strives not only to offer the best cakes and pastries in the region, but also to marry the refinement of traditional-patisserie-going with the busy, everyday hustle and bustle of the locals.
Before getting to started on actual logo concepts, I collected some proper inspiration to get the creativity flowing. It was important for the owner of Maison Geraux that the overall brand invoke feelings of authentic French-ness but also familiarity so I searched for imagery that felt upscale chic but that was also warm and inviting. Think posh Parisian cafe meets fun and playful cupcake shop. The outcome was an inspiration board with fresh airy visuals and a color palette that paired warm cake-like pinks with calm refreshing blues.
We settled on the final logo concept which is a simple mini-cake atop the patisserie name. The illustration is easily recognizable and invokes the fun familiarity of a local business, while the name itself, set in the font Valentina, brings in a sort of French refinement. The final color story includes a main color of rich burgundy and the pastel-like pinks and blues from the inspiration board - a contrast that I felt elevated the overall effect of the brand.
Both the name and logo illustration are easily transferred to circular logo variations which are perfect for web, packaging and social media.
This project was so much fun and I’m thrilled with final outcome. I’d love your thoughts on it, too!
Thanks for reading,