In 2021, the advent of COVID-19 profoundly shifted the perspective on personal connections, underscoring the irreplaceable value of celebrating special moments together. This realisation became a pivotal inspiration for the creation of the Le Yellow brand.
Our approach was to embody a sense of classic elegance, luxury, and premium quality in both our brand and packaging design. The essence of Le Yellow is crafted to resonate with those who cherish the richness of shared experiences, offering a tangible reminder of the beauty and importance of personal connections in a world that was momentarily distanced.
The new identity features intertwined ‘Y’ letters, and is more than a typographic play, it is a symbol of togetherness and connection. This motif paired with an elegant logotype makes the brand distinctive in a memorable fashion. The colour scheme, with a creative twist on ‘yellow’, injects vibrancy, optimism, and a touch of luxury, adding a refined yet inviting atmosphere to the modern French patisserie experience.
With the new brand collateral, more than 16 packaging variants were designed. We designed to achieve a cohesive visual consistency whilst balancing between practical considerations of storage and production efficiency. This required the use of innovative packaging and design techniques that not only honored the integrity of the product but also encouraged the selection of environmentally friendly materials.
