Introduction
Flourish is a new French-inspired patisserie launching as a home cottage bakery with plans to grow into a full brick-and-mortar storefront. Their owners are classically trained chefs who bring a level of technique, precision, and artistry rarely found outside formal pastry schools. They came to us wanting an identity that reflected the quality of their craft - something elevated yet approachable, refined without snobbery, and layered with meaning.
This is the story of how we built a visual identity worthy of their expertise.
The Challenge
A vision with no visual language
Flourish was starting from scratch. They knew exactly what they wanted customers to feel (and even had a wonderful vision board created for us to launch from), but not a clear plan for how to articulate that visually.
Key Tensions We Needed to Solve
• High-end French patisserie, but baked in a home kitchen
• Chef-owned sophistication, but warm and accessible
• Elegant, but not dramatic or moody
• Soft and inviting, but not rustic or farmers-market inspired
• A brand that works now, but hints at a future bakery–bookstore hybrid
Goals and Strategy
Project Goals
We aimed to create a complete identity system that translated the client’s personality into design without losing the technical precision of classical patisserie.
Deliverables included:
• A customized logotype + ligatures
• Brandmark
• Favicon
• Supporting Illustrations & Patterns
• A primary & supporting color palette
• Scalloped brand containers
• Business card layouts
• Sticker and packaging concepts
• Digital and analog usability across all formats
Research and Creative Foundation
Our strategy began with deep research into:
• French patisserie heritage
• The French flag and classic French packaging
• Flowers significant to both France and Texas
• Visual metaphors for lamination, layering, softness, and craft
• Historical illustration styles that avoid modern trends while staying timeless
We studied delphiniums (a flower perfected by French hybridizers) and explored the similarities between botanical refinement and pastry discipline. We looked at scalloped pastry edges, whipped-cream textures, and the motion of piping—you can feel these influences woven throughout the final identity.
Typography
The Logotype
The primary “Flourish” wordmark was designed to feel airy and crafted.
• The terminals mimic the soft peaks of whipped cream lifting from a whisk.
• The movement of each stroke mirrors the lightness of patisserie.
• The “F–L” ligature creates a subtle chef’s hat shape, quietly signaling classical training.
This single ligature became the heartbeat of the entire brand.
Supporting Type
We chose a clean sans serif with softened terminals to maintain:
• Warmth
• Approachability
• A cohesive transition between expressive and minimal elements
The pairing ensures elegance without harsh contrast.
The Brandmark
The lowercase “f” was crafted from the ascender of the “h” to maintain perfect consistency with the logotype.
• Identical stroke personality
• Identical motion
• Identical design DNA
A subtle quill tip was added - not stylistic, but strategic - planting a future visual bridge to the bookstore concept the owners hope to add later. This makes the brandmark deeply personal and future-proof.
Scalloped Containers
Inspired by the hand-pinched edges of tarts, these scalloped frames:
• Mirror the artisanal nature of baking
• Add softness without being rustic
• Serve as flexible layout tools for logos and badges
• Build a subtle sense of layering (a nod to laminated dough)
We allowed the logotype to intentionally overlap these shapes to create depth and hierarchy.
Illustration System
The leaning delphinium illustration reflects four layers of identity:
• French refinement (its horticultural ties)
• Texan roots
• Approachability (a soft, drooping posture like a flower in a vase for a week)
• Future bookstore potential (the quill tip hidden in the stem)
Color Palette
Primary Palette - inspired by the French flag
These colors feel classic and elevated without leaning patriotic.
Supporting Palette
This ties the identity directly to the sensory experience of patisserie.
The Transformation
Flourish began this project with passion and a strong culinary identity, but no visual expression to anchor it. They ended with a full-scale brand system built to carry them from cottage bakery to storefront.
They now have:
• A signature logotype rooted in their craft
• A versatile brandmark for packaging and signage
• A color palette tied to heritage and ingredients
• Illustrations carrying symbolic meaning
• Print and digital assets ready for launch
• A brand that communicates “chef owned” without saying it outright
Their reaction said everything:
“We are beyond happy with everything, and we’re so, so proud for THIS to be Flourish!”
