When tasked with branding the new venture for renowned pastry chef Jean Yves Duperret, it was important that the personality of the chef himself was represented: his child-like sense of fun, humor and wonder, as well as his talent as an artisan. In fact, it became clear through his work that he is as much as artist as a baker. It was important that the brand represent the high quality, artisanal nature of the products, along with a sense of handcrafted whimsy. We wanted to avoid the look of sterile, corporate, cookie-cutter perfection. Therefore, our approach emphasizes the artistic nature of his work, representing his creations in a colorful pattern of loose brush strokes combined with hand-lettered typography for the wordmark.