Logo design for Pechemignon – bringing authentic French pastries with a modern twist into Japan.

Pechemignon is a French patisserie opening in Osaka, Japan, by a French/Japanese couple who thoroughly trained in pastry making in France for over a decade. Their mission is to explore how to express the authentic taste and beauty of French pastry in a contemporary form, and bring the history and culture of it to Japan through their pastry.
“Aller à l’essentiel” is a French phrase directly translated as “getting to the point”, meaning “focusing on the essentials” is the core concept of Pechemignon, and all the aspects of the brand including the products, packaging and how they operate their business have been built upon this idea. As a result, their pastry is made with only high-quality essential ingredients carefully chosen by them, and expressed in the most simple yet sophisticated form without any unnecessary decoration.
The visual identity was also developed to reflect this concept, using minimal elements to create a sophisticated and unique brand world.
The monogram was designed using only simple geometric shapes such as circles, rectangles, and triangles with the tension between the heavy and light strokes to create a classic feel in a minimal way. The logotype is a clean and contemporary sans serif to balance out the characteristics of the monogram, and was also created using geometric shapes.
The main brand color, light yellow is inspired by one of the most important ingredients for French pastry, butter. It is also the color that none of its competitors is using which is essential for the brand to stand out from the market in a simple way.