I bring to you today one of my biggest design crushes
ever. Theurel & Thomas is a french macaroon company that has done for macaroons what I am doing with spices: created a new, clean, elegant, and modern design for an old world treat.
Macaroons are a classic french meringue cookie, enjoyed by many today but coveted by the French kings and queens for centuries. Similar to my homeland's
amaretti cookies, macaroons are made using mostly whipped egg-whites and coconut or ground almonds. Today, the colorful cookies have made a resurgence in popularity within bakeries across the world.
While I was perusing some pictures of these sweet treats online the other day, I came across
Identity Designed, a forum for creatives involved in the design of brand identities. That's where I learned about
Theurel & Thomas. This company is impressive, and their products absolutely gorgeous.
The design is smart and keeps the elegant heritage of the macaroon in mind. From one of the designers at
Anagrama:
"For this project it was very important to create an imposing brand that would emphasize the unique value, elegance and detail of this delicate dessert."
"White was our primary tool for design. As a result of this, the attention was fully oriented to the colourful macarons. We placed two lines in our design in cyan and magenta, as a relation with a modern French flag to inject a vanguard vision to the identity. We selected Didot (created by Firmin and Pierre Didot), a French typography that would present the brand with sophistication."
I'm not a creative, but I admire the designer's commitment to keeping the design simple so the colorful macaroons could take center stage.
And the storefront (in Mexico!) is just as beautiful:
{all images via Theurel & Thomas}
