Chantilly Flour is an upcoming cafe-bakery that will be located in New York City. French pastries crafted with the utmost care and refined recipes.
Without a current physical location, the owner needed a full branding proposal that included social media assets to begin building digital traction for the brand.
What was delivered was a full branding system that exudes a timeless and refined identity. A culmination of French cuisine and New York City grit: Pour Des Cuillerées De Joie.
Developed Chantilly Flour's brand identity to exude a timeless and refined experience; composed into a brand style guide with accompanying seasonal campaign assets and social media content.
From the start there were many ideas for the brand's identity. To better organize, a moodboard was made to better communicate the brand's voice.
Three tenants were established: elegance, warmth, and timelessness. The brand rests on these qualities to align with the business' goal to be a cozy communal locale with elevated taste and longevity.
Mainstays for the visual identity were established to be wood, natural lighting, earth tones, and life photography.
Logo, brandmark, color palette, patterns,and typography were made to round-out Chantilly Flour's brand identity.
Keeping in mind the qualities of the brand, the logo was uses a custom ligature for elegance, the palette uses muted colors for warmth, and a signature style for timelessness in its typography.
Variations of the dollop brandmark were made for seasonal promotions and for a Chinese New Year campaign.
An in-depth look at the brand identity can be found in the brand style guide down below.
Influenced by the visual identity set by the moodboard, social media content is planned to be photograph heavy.
Three types of content were pitched for consideration to best build the foundation of the brand: simple recipe cards, menu item shots, and templated content.
Assets like iconography, patterns, and templates have been compiled on Illustrator for easy content creation.
