MADELEINE ET MARCEL
Dubai

(Hospitality)

Brand identity for Madeleine et Marcel, a French pâtisserie and épicerie in Dubai. The concept captures the feeling of strolling Parisian streets, pairing classic French references with subtle playful surprises to create a confident, rich and refined identity across packaging, print and digital.

A playfully elegant brand identity for Pâtisserie and Épicerie Madeleine et Marcel.

Madeleine et Marcel celebrates the true magic of French pâtisserie by utilising the finest ingredients and ingenuity and bringing to life the invisible artistry of pâtisserie.

The brand evokes the feeling of strolling through Parisian streets - the sense of excitement and discovery as you wander, window shopping the cakes and pastries. The identity is confident, rich and refined, referencing classic French aesthetics while injecting subtle playful cues that surprise.

Created in collaboration with A.M.Studioworks