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2019.05
Maison de MARIANNE
메종 드 마리안느
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CLIENT
(주)참커뮤니케이션즈
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INDUSTRY
F&B -
SERVICE
Creative Strategy ,
Branding(BI) ,
Packaging ,
Signage -
AWARD
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THE CLIENT
클라이언트
Maison de MARIANNE in Yeonhui-dong is a classic French dessert cafe and tea room to taste traditional French desserts. The brand was developed based on 'Marianne,' who became the first female pastry chef in the French royal family, and emphasizes the concept of a classic French brand with the antique and elegant decorations reminiscent of the royal family royal blue that symbolizes France. Maison de MARIANNE aims to be a French dessert brand that can satisfy customers' noble tastes and an elegant atmosphere for customers to enjoy, not a dessert brand that sells something to eat.
메종 드 마리안느는 연희동에 위치한 프랑스 정통 방식으로 만든 디저트를 맛볼 수 있는 프렌치 클래식 디저트 카페 & 티룸입니다. 프랑스 왕실 최초 여성 파티시에가 된 '마리안느' 스토리에 기반하여 개발된 브랜드로 왕실을 연상케하는 고풍스럽고 우아한 장식의 표현, 프랑스를 상징하는 로얄 블루 등 프렌치 클래식 브랜드라는 컨셉을 강조하고 있습니다. 메종 드 마리안느는 단순히 먹거리로서의 디저트가 아니라 고객의 고상한 취향을 드러내고 우아한 분위기를 즐길 수 있는 프랑스의 정통방식의 디저트 브랜드를 지향합니다.
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THE OBJECTIVE
목적
YNL Design developed the brand identity that reflects the sensibility of a French classic dessert brand and makes Marianne's dessert an 'elegant and luxurious French dessert to give to important people as a gift.' To establish itself as a ‘dessert to give as a gift,’ it was necessary to design the packaging for various types, sizes, and shapes of desserts and design brand elements that can be used for different packaging. YNL Design had to develop multiple applied designs by considering an application to shopping bags, dessert boxes, and even garnishes on the cake, logotypes, wordmarks, taglines, and symbols drawn with a pen, depicting Marianne's face and house.
YNL Design은 프렌치 클래식 디저트 브랜드의 감성을 반영하는 것과 마리안느의 디저트가 소중한 사람에게 ‘선물하고 싶은 우아하고 고급스러운 프렌치 디저트'가 되는 것을 목표로 브랜드 아이덴티티를 개발하였습니다. ‘선물하기 좋은 디저트’ 로 자리매김하기 위해서 각기 다른 모양의 디저트들을 위한 다양한 종류와 크기의 패키징에 대한 기획과 다양한 패키징에 맞게 활용할 수 있는 브랜드 요소에 대한 디자인이 필요했습니다. YNL DESIGN은 쇼핑백부터 디저트 박스, 케익 위 올라가는 가니쉬로의 활용까지 고려한 각 종 응용디자인과 로고타입, 워드마크, 태그라인, 마리안느의 얼굴과 집을 펜화로 그린 심볼 등을 개발해야 했습니다.
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THE SOLUTION
해결방안
YNL Design used the story of 'Marianne,' the first female pastry chef of the French royal family, as the main element of the brand design. Inspired by the brand story of Marianne, who loved making desserts since childhood and became the first female pastry chef for the French royal family, we developed the overall brand design. We expressed her brand story with illustrations of young Marianne out of imagination and created hand-drawn illustrations using paints and color pencils to present an elegant and classic mood. We also developed detailed and antique logotypes, taglines, and decorative patterns to complete the elegant French dessert café vibe.
YNL Design은 프랑스 왕실 최초 여성 파티시에가 된 '마리안느' 스토리를 브랜드 디자인의 메인 요소로 활용하였습니다. 어릴 때부터 디저트 만들기를 좋아했던 마리안느가 프랑스 왕실 최초 여성 파티시에가 된 브랜드 스토리로부터 영감을 받아 전반적인 브랜드 디자인 개발이 이루어졌습니다. 어린 마리안느의 모습 상상하여 그려낸 일러스트레이션 등으로 브랜드 스토리를 표현하였고 물감과 색연필을 활용한 손그림으로 표현된 일러스트를 개발하여 우아하고, 클래식한 무드를 표현했습니다. 또한 디테일하고 고풍스러운 로고타입과 태그라인, 장식 패턴을 개발하여 고급스러운 프렌치 디저트 카페의 감성을 완성했습니다.
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