05.
DemiLune Branding
Initial branding concept for the sub-brand ‘DemiLune’ of Dominic Ansel Bakery. The brand aims to enter a high-end, design-forward food space. With a focus on premium ingredients, expressed through a sophisticated yet playful design language. Naming comes from the French word for ‘half-moon’, in reference to the product’s physical shape. Half-moon elements are incorporated into the ‘D’ of the logo, which additionally acts as a lettermark. The pastel colour palette draws on traditional packaging whilst appealing to a modern, heritage aesthetic. The bold, stylised wordmark is complemented by a contemporary script typeface. (Produced for Ech Design Ltd.)