Design: Fernanda Galindo
Project Type: Produced
Client: Choux Patisserie
Product Launch Location: Brazil
Packaging Contents: Patisserie
Packaging Substrate / Materials: Paper
Printing Process: Offset
Choux is a modern version of a French patisserie, based in São Paulo, Brazil. It offers exclusive products made with quality ingredients, refined techniques and recipes, and an elegant presentation. The brand is refined, delicate and modern.
The brand’s name was inspired by “pâté à choux”, the traditional French éclair pastry. This is a versatile and delicate pastry created in the 19th century, that has a large hollow inside after baked and requires a rigorous precision in preparation.
The éclair’s format and the precision of the recipe were the inspirations for the visual identity. As a modern brand, it was necessary to be a different version of this traditional éclair shape, integrating tradition and modernity. After many tests, was decided to customize the typography to integrate the shape in the O letter, and to keep the brand’s name modular.
The fouet and its lines gave rise to a set of complementary elements that play in a top view, untraditional that refers to a mandala, and in the composition of prints.
Visual identity was the basis of the packaging design concept, which valued the pattern and the minimalist design of the brand.