If employed, branding can play a key role in packaging. Incorporating brands into custom packaging creates an extension of the product itself adding distinct character and personality. Here’s a great example of branded packaging using a very subtle approach to add elegance but also let the product stand out.

Theurel & Thomas is the first pâtisserie in Mexico specialized in French macarons, the most popular dessert of the French pastries. For this project it was very important for their packaging to create an imposing brand that would emphasize the unique value, elegance and detail of this delicate dessert.

White was the primary tool for design. As a result of this the attention was fully oriented to the colorful macarons. Two lines were placed into the design; cyan and magenta. This was to show relation with the modern French flag. Didot typeface, a French typography, was selected to present the brand with sophistication.

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