How could a patisserie inspired in the French tradition be delicate and modern?
Choux offers exclusive products made with quality ingredients, refined techniques and recipes, and an elegant presentation.
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 tradicional 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 / Packaging
[ Choux Confeitaria, São Paulo, Brazil, 2019 ]