Stella Margaux is a Paris-born international macaron & hot chocolate boutique focused on unconventional recipes and dreamy, sophisticated aesthetic.
The project was inspired by Stella Margaux – a fictional character in Simone Soltani’s book ‘Ride with me’ – who, according to the story, owns the boutique.
BRANDING | MENU DESIGN | PACKAGING
The logo mark takes inspiration from the shape of macarons, maintaining minimalism in shape and finding sophistication in the use of typography, which imitates the flowy texture of hot chocolate.
In comparison to the traditional look of macarons where both cups and cream are colourful, Stella Margaux opts for off-white cups across the entire range. The colour combinations in cream introduce distinctiveness for each flavour. This creative decision reflects the boutique’s minimal approach to sophistication.
Stella Margaux’s website does not have a direct point of sale for the boutique’s product, but offers a range of bespoke services and tasting sessions across the brands global locations.
Such limitation in the e-commerce strategy allows Stella Margaux to maintain exclusivity of experience for its physical locations.