BRAND & PROJECT ESSENCE
The project was inspired by Simone Soltani’s book “Ride with me”, where Stella Margaux, the protagonist, runs an international chain of high-end macaron boutiques.
As a designer and food enthusiast, I came up with unconventional macaron flavours and added hot chocolate to the menu.
The core challenge of this project was to shape an identity that balances French Pâtisserie tradition and Stella’s fearless yet feminine energy with the boutique’s progressive vision aimed at global expansion.
The main logotype is based on an elegant cursive typeface with variable strokes resembling of thick chocolate ganache dripping from a whisk.
Its hand-written foundation adds a personable touch, referencing the importance of Stella’s character in the boutique’s identity.
Electric coldness of Stella Blue exists in a striking contrast with warm undertones in Macaronage and Ganache – the neutral foundations of the palette. The combination mirrors Stella’s ambition to reimagine the baking industry with her unconventional flavour pairings.
Poppins is a modern sans serif distinguished by its balanced proportions and smooth circular forms. This mixture makes it a timeless solution for an international brand like Stella Margaux, allowing its French roots and innovation-driven vision to co-exist in balance.
