Our departure point was the name ‘Léonie’, a reference to the aunt of french author Marcel Proust who features in his novel ‘À la recherche du temps perdu.’ In the novel, Proust describes the vivid memories he has after tasting a madeleine (a small sweet cake) offered to him by his aunt.

The brand story is a prequel to Proust’s recollection, blending reality with fiction to portray aunt Léonie as a young girl with a fondness for sweets. This narrative is the platform for the brand universe and establishes the key ingredients for the identity development.

The brand typography comprises of two carefully selected typefaces. The first, Berthe, which has origins in French literary history, is a revival of a typeface named Série no. 16 by the Deberny & Cie foundry – a popular choice during the twentieth century among printers for many editions of classic and popular texts in French printing. Although classified as a Didone style, it features finer serifs and softer connections with the shafts which results in a premium look. Berthe is accompanied by Marcin Antique, a grotesque inspired typeface whose letterforms share similar structural properties with Berthe, but feels less polished and consequently adds a human touch.

The colour palette is rich, generous and contrasted. Vivid blue represents the sky on a warm summer’s night, while a bright, energising orange evokes the aromatic flavours of India. Gold also features in printed materials to give a premium finish.

The brand colours come together in packaging designs that reflect the best in craftsmanship and materials. Richly tactile and bespokely constructed, the boxes are wrapped in premium coloured paper stock, blind embossed with the illustration and feature the logotype in gold foil. Inside, custom printed tissue paper protects the contents and to finish, the package is secured with satin ribbon.

Brand storytelling
Logo
Visual identity
Art direction
Brand positioning
Brand guidelines
Packaging
Print

Our departure point was the name ‘Léonie’, a reference to the aunt of french author Marcel Proust who features in his novel ‘À la recherche du temps perdu.’ In the novel, Proust describes the vivid memories he has after tasting a madeleine (a small sweet cake) offered to him by his aunt.

The brand story is a prequel to Proust’s recollection, blending reality with fiction to portray aunt Léonie as a young girl with a fondness for sweets. This narrative is the platform for the brand universe and establishes the key ingredients for the identity development.

The colour palette is rich, generous and contrasted. Vivid blue represents the sky on a warm summer’s night, while a bright, energising orange evokes the aromatic flavours of India. Gold also features in printed materials to give a premium finish.

The brand colours come together in packaging designs that reflect the best in craftsmanship and materials. Richly tactile and bespokely constructed, the boxes are wrapped in premium coloured paper stock, blind embossed with the illustration and feature the logotype in gold foil. Inside, custom printed tissue paper protects the contents and to finish, the package is secured with satin ribbon.