How do you create a modern, lush patisserie brand that doesn't take itself too seriously?
DEW is a concept pâtisserie and boulangerie based in Paris that offers gluten-free desserts. The family-owned business seeks the hand of well-trained pastry chefs and bakers to deliver new variations while maintaining the flavors of pastries people know well and love.
It wants to position itself as a posh patisserie with a wink. To create an environment in the pastry world that is not too rigid. With the awareness of how inaccessible healthy desserts are, they want their look to feel like an everyday product.
Gone are the pastels and the aristocratic design that are present in Parisian boulangeries.
The logo is oozing with a fun personality, probably unconventional for a modern patisserie. We showed restraint by using a limited, two-color palette, with a bold, memorable magenta contrasted with white. With the simplicity of the colors, we let the imagery and iconography do the talking.
The result is a vibrant and quirky branding that feels approachable, even to the most conscious sweet tooths.
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