Macaron jewels by Anagrama
Anagrama are responsible for the sleek and clean branding of the first specialized macaron patisserie in Mexico, Theurel & Thomas. Macarons are considered a unique and delicate desert and so the branding had to represent the elegance and value thereof. As macarons are brightly coloured, the studio opted for a white primary colour with elegant use of typography and minimal use of cyan and magenta (as a nod to the French flag). The interior of the store is reminiscent of a jewelry store, with white-on-white furnishings, the only colours dotted around the store are the macarons. As this is new to Mexico, the idea is to present these delights as a luxury, rare treat. Mmmm...too pretty to eat!