Mamie Clafoutis is perhaps the most reknown artisinal bakeries in montreal, however they were in desperate need of a rebranding. The rebranding needed to offere a more cohesive and current logo, that is still rooted in quality and tradtions.
The challenge mainly consist finding a clever way of creating a new corporate identity to the Mamie Clafoutis brand, that will allow them to keep their current clientele hopefully will attract a slightly more higher-end an refined audience as well.
The objective was to create a re-branding logo that is warm and inviting but with modern twist. Something that will make Mamie Clafoutis stand out from all their competitors, it will create a never before seen ambience for a bakery.
The entire corporate identity will be based off of these letters, I will isolated every individual solid shapes throughout these letters; in order to create and pattern to then be used throughout the re-branding design.
The final concept revolves entirely around the new logo. It is made with a original custom typeface, specifically created for Mamie Clafoutis's re-branding. This logo was highly inspired by the French art deco movement. As a result, the final logo is made up of various geometric shapes, with high contrast between the think and thins of each individual letter. This typeface is also unpredictable due to the fact that each letter can have up to 2-6 alternative letters; they will always be randomly mixed and will keep the clients guessing and intrigued as to which combination of letter they will see next.