Chantilly Flour is an up-and-coming bakery/cafe that serves refined French pastries. The logo was designed to be a simple and elegant wordmark with an accompanying brandmark for smaller areas.
The wordmark uses the typeface Baguile and is set in lowercase. The "y" at the end of chantilly flourishes to become the spiral "o" in flour. This decision was made to resemble dollops of chantilly cream. The 4-pointed star was included as a stylistic choice to represent sugar, a common ingredient in french pastries.
The brandmark was minimized to the dollop imagery. Without the ligature to the "y", the flourishes curves and spirals into a peak, even more reminiscent of dollops.
Chantilly Flour uses a palette composed of the following: Off-White, Linen, Pastel Pink, Fawn, and Chocolate. These colors were picked as the three tenants of Chantilly Flour are: elegance, welcoming, and timeless. This palette, with it's warm appeal, helps to enforce that brand identity.
To further elevate the aspect of elegance, patterns were developed to break apart the sole use of solid backgrounds. The pattern itself is composed of 4-pointed star sequences perpendicularly intersecting. These added patterns also help to give visula texture and can be adapted for collateral use such as for cups, napkins, bags, and satchets.
Typography was important in making the brand timeless and so I experimented with different typefaces that would match best with Baguile. Ultimately, MPHÂ 2B Damase was chosen.
MPHÂ 2B Damase's simplistic style helps to elevate the uniqueness of Baguile as a display font. It's simplicity contributes to it's legibility as it is used for body/paragraph type for menus and heavy text content.
Chantilly Flour plans to include exclusive seasonal goods throughout the year, and so variations of the brandmark were made for specialty packaging for these items. The classic 4-point star in the logo is replaced with icons reminiscent of the season.
Four other variations were presented for a potential Chinese New Year campaign, to celebarte the owner's Chinese heritage. These four variations follow the lunar cycle to commemorate the holiday. The plan for the campaign is if a customer were to return with all four of the variations at the end of Chinese New Year, they would receive French-Chinese fusion Tangyuan.
This mockup was made to better visualize the logo in action.
A full breakdown of the visual identity can be accessed through the style guide button at the bottom of the screen.
