OVERVIEW
I had the opportunity to design the brand identity of this French pastry shop. Along with the brand work I proposed and executed the idea of converting some of their dishes into virtual assets.
Working together with the chef I was able to establish a design language that spoke to the antiquity of the recipes while still maintaining the contemporary look they looked for. Being that this project could continue to change as the recipes change I had to commit to a product design that was easily adaptive to any situation.
Role_Lead Designer
Brand Design, Asset Design
Team
Mauricio Cienfuegos
DESIGN SYSTEM
Knowing that the recipes of the chef came from their ancestors, I built a design system that would have a familiar presence yet was defined by its bright use of color. This would create a pleasant balance between the old and the new. Considering the digital aspect, it was crucial to establish this relationship that would help the audience understand this other part of the project.
The system foundations for the brand are: Logo, Colors, Typography, and Spacing.
PHYSICAL & DIGITAL ASSETS
Once the design was approved, I continued to build up the brand by designing the physical containers that would hold the pastries and confitures. Having these objects would later help me design and build the digital assets thatc ould be used for the brand. In some cases the prototyping was done first digitally and then sent to be manufactured.
FINAL THOUGHTS
Having this be a complete brand design, I had to be able to use all my design skills. Working along side the client was a challenge in terms of interpreting their ideas. Once the project changed from only being physical to also including digital objects, it became essential to establish the design system. It was only when I was able to finalize the brand language that it became much easier to pivot the product to another direction.
In doing so this project taught me that when having a unified brand aesthetic it can be developed into other products with ease. Leaving the door open for evolving endeavors.