Identity Designed

Contributed by Marisa Rico of Mexico-based Anagrama.

Theurel & Thomas is the first pâtisserie in Mexico specializing in French macarons, the most popular dessert of the French pastries.

For this project it was very important to create an imposing brand that would emphasize the unique value, elegance and detail of this delicate dessert.

White was our primary tool for design. As a result of this, the attention was fully oriented to the colourful macarons. We placed two lines in our design in cyan and magenta, as a relation with a modern French flag to inject a vanguard vision to the identity. We selected Didot (created by Firmin and Pierre Didot), a French typography that would present the brand with sophistication.

The uniqueness of this project can be appreciated in every aspect: the whole concept of the luxurious french macarons is new to Mexico. The idea was to present them as what they were: a rare and special, luxury dessert. To accomplish this we created a consistent branding solution. The store brings all these factors together, and in a simple yet elegant manner the macarons are presented as if they were precious and unique jewels.

Words are hard to find when trying to describe the unique taste of a macaron, the best way to do understand it is by recommending and trying them.

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