Flour & Butter is a charming artisan French bakery brand I created to capture the warmth, craft, and everyday romance of French baking. I wanted the identity to feel cozy and inviting similar to the smell of fresh bread. I aimed to reflect the simple pleasures that come with good food and community. The visual elements, soft textures, and elegant typography all work together to bring that nostalgic, heartwarming feeling to life.
TIMLESS | COMFORTING | HANDCRAFTED | HONEST
MOODBOARD
Color Palette
Primary:
Cream White (#F7F4D9): Soft, warm, and inviting—this acts as the neutral backdrop, evoking flour, paper bags, and sunlit interiors.
Espresso Brown (#3E2723): Rich and grounded, used for text and outlines. It mirrors chocolate, baked crusts, and wood tones.
Secondary:
Apricot Orange (#F47E4A): Warm and energetic, this accent colour brings vibrancy and freshness, reminiscent of macarons and fruit glazes.
Pastel Pistachio (#D1D976): A subtle nod to sweet fillings and delicate flavours, this green introduces lightness and calm.
Periwinkle Blue (#A4B5E0): Cool, soothing, and reminiscent of vintage French packaging or café awnings—this colour complements the warmth of the palette and softens the overall brand tone.
COFFEE CUPS
Typography
Primary Display Font – Bimbo Pro: A fun handwritten script that adds a personal nostalgic quality, evoking memories of handwritten recipes or chalkboard menus in a Parisian café.
Secondary Text – Ivy Ora Text: A serif font that introduces a refined, editorial feel. It balances the whimsy of the display font and aligns with the French roots of the brand, suggesting both elegance and tradition.
Graphic Elements
Simple, hand-drawn icons of classic French pastries (croissants, baguettes, macarons) reinforce the artisanal and approachable quality of the brand. The doodle-like aesthetic keeps the brand light-hearted and authentic, echoing the brand’s love for small, hand-crafted moments.
Target Audience
Locals who appreciate small-batch baking, premium ingredients, and thoughtfully designed spaces.
Young professionals and families who seek comfort, craft, and connection in their food.
Francophiles and travelers-at-heart craving a moment of Paris in their daily lives.
Advertisement
Business Cards
Store Front
This project was completed in Adobe illustrator, Photoshop and Indesign
