Exotic & minimal identity by Fable for a pastry manufacturer
Fable is a Singapore-based design agency, whose branding works are characterised by the merging of the two opposing, yet typically Far Eastern aesthetic traditions: the stripped down, cleaned up, well-balanced minimalism, and the tendency for kitsch, playful, over-coloured cartoon-universe. Their latest work for an Asian pastry manufacturer demonstrates this duality well. Starting from a few basic, yet special ingredients of the products, the new identity is simple, bright, and telling at the same time.
Elements inherent the logotype were abstracted as basic shapes, namely the letters “n” and “u”. The simple forms they took take a reference not only to the alphabets but to flavours present in the Chen Nguyen pastries as well. They were rearranged to represent the durian fruit as an oval, the salted egg as a circle, and the yam as a triangle.
Each flavour and pattern was matched with an appropriate colour, namely green, orange, and purple, that were further extended by a matching colour scheme to operate across product lines. The initial tricolour of the branding pack with the strong typographic appeal create a simple yet forceful visual language, stressing the singularity of the Chen Nguyen pastries by putting unfamiliar ingredients to the limelight.
Source: It’s Nice That
We are a bunch of creatives from very diverse backgrounds, like architecture, interior architecture, design and graphics design held together by our passion for fresh ideas, new technology, alluring concepts, effortless fun, relentless design, products, and dreams. All of us are a working professional creating living spaces, environments in a daily basis focused on three areas like homes, work- and leisure-spaces.
We want to include you in this flow of creativity through our selection on how we work, live and play.