Amaury Fieutelot is a young french baker who opened his first bakery in 2017 in the suburb of Paris, in Clichy.
The boulangerie is situated in a area with buildings from the 30's. Knowing this fact we decided to go for a design strongly inspired by the Art-Nouveau period. Amaury wanted an identity which could reflect his mentality: 'The hardest part isn't to make tasteless fancy food, but simple & perfect classical recipes'. I decided to go for a really simple logotype, with a combination of two typefaces and simple colours.
The result is a wordmark easy to recognise, accessible to all.