Originally from Lima, Perú, Francesca Maxera has been baking ever since she was a kid. Francesca pursued her studies at Cordon Bleu Peru and Hofmann Barcelona, both highly valued pastry schools. She is widely known in social media with more than 52k followers. Her brand, previously known as “Mon Dieu”, was founded in 2017.
After returning from Spain and learning all kinds of professional pastry techniques, Francesca noticed it was time to show herself as the brand. She wanted to encourage a more professional image, but maintaining the charisma which makes her so special. The new branding had to show the closeness she has with her followers, preserving her genuine personality and charm with her community, as well as promoting a clear and direct communication of the dessert’s instructions, once delivered.
To make a significant impact, it is important to identify the brands’ problems through a rigorous design process. Francesca is a person who naturally radiates optimism and continually encourages you to believe in yourself. The brands’ previous design was not conceptually nor visually communicating what Francesca wanted to pass on to people. The design process started from a deep investigation, analysis and concept development which evolved in the new re-branding. It is now a brand with a story, a brand which moves people through its narrative, through its personalized written messages and through its design.
Francesca is certain that the recipe to fulfill your dreams begins when we look inward with humility and find our inner sparkle. That sparkle that drives us to believe in ourselves and in our potential. Francesca Maxera is more than just pastry. It is a brand that connects, a brand that, through their design and phrases, speaks from the heart to make you believe in yourself too. A brand which drives you to find that which ignites your soul.
- Agency/Creative: Alejandra Maxera (Alemax)
- Article Title: Unveiling Francesca Maxera’s Authentic Pastry Branding
- Organisation/Entity: Freelance
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Peru
- Agency/Creative City: Lima
- Market Region: South America, Global
- Project Deliverables: Art Direction, Brand Creation, Brand Design, Brand Identity, Brand Redesign, Brand Strategy, Branding, Design, Graphic Design, Logo Design, Packaging Design, Rebranding
- Format: Box
- Substrate: Pulp Carton
- Industry: Food/Beverage
- Keywords: WBDS Creative Design Awards 2023/24
Branding, packaging and art direction: Alejandra Maxera
Photography: Matias Ricketts
Packaging production: Aizea Gráfica