MONOGRAM was commissioned to create a brand and visual identity which would help realise an ambitious business plan to scale rapidly in the UK and Internationally. Maître Choux is the first and only choux pastry specialist patisserie in the world. It is a modern version of a French patisserie, re-imagined to cater to the most discerning of taste buds by the 3 Michelin Pastry Chef / Co-Founder, Joakim Prat.
Creating a brand identity for the only choux pastry specialist in the world
BRAND STRATEGY AND IDENTITY DESIGN
MONOGRAM carved out a niche for Maître Choux by establishing a unique positioning and to lay the brand foundations that enable growth and scale. The design challenge was to create an identity that reflects the playfulness of the products while communicating their values of luxury, craftsmanship and quality.
PACKAGING DESIGN
Drawing inspiration from the shapes of the choux, chouxettes and eclairs our approach embraced the simplicity and elegance of geometry by creating a polka-dot pattern. This allowed us to introduce a number of colours in a sophisticated and playful way to reflect the creativity and artistry of the products.
Sensational branding that truly reflects the offering to a degree that everyone appears to love both in equal measures.
FROM LONDON TO SAUDI ARABIA
From six locations around London, including Soho (shown) to Riyadh – the first location in Saudi Arabia and the largest yet. The brand continues to grow, winning the hearts and minds of all who experience it.
From the first small location in London’s South Kensington to securing a $6 million investment for expansion across the MENA region.
