Maison Boncompain is a patisserie that bakes traditional small-batch Canelés de Bordeaux. They needed an identity for their brand that expressed the fun of their pastry experience while maintaining a connection to the distinctive warmth and appearance of the traditional French Canelé.

It was important to distinguish the identity from the minimalist white packaging and fine script lettering common in the category, and particularly from the pastel tones that usually signal macarons. To achieve this, the brand personality was to express the fun of the experience of consumption of this treat rather than leaning too heavily on traditional cues of luxury pastry.

The warm colour, flavours and scalloped shape of the Canelé are reflected in the primary brand shape and colour system, and in the textures of the kraft paper elements. Vibrant accent colours and expressive stickers and tissue paper prints weave a more playful tone into the experience.