Jean-François Foucher — Pâtissier - Chocolatier
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On the occasion of the opening of a new shop in Neully-sur-Seine (Paris, France), pastry chef Jean-François Foucher has asked us to rethink the principles underlying the JFF brand in a set of constraints, including ecological.
With a remarkable pastry in its form as well as its mastery and creativity, the trigram sign a production which, from our point of view, does not call for a box for the over-sell. Therefore, we chose to accompany it in the restraint, precision and originality of natural materials, as opposed to clichés borrowed from luxury and the idea of sweetness, which most often pack cakes that are too sweet.
Paradoxically, in the use of a wood that is not precious (but has aseptic virtues), a worthless gray cardboard and a white food carton without inking, we discover a set of finesse and a sincerity to which one turns out to be sensitive. We have defined a range of functional packaging, unique in its simplicity and characterized by its contrast with the pastries and chocolates it hosts. The goal is not to highlight, but to reveal the value while saying « here is the minimum ! »…
This global approach has also incorporated the redesign of the visual identity. The trigram has become a sign, almost an ideogram that emphasizes the care and the demand imposed by the pastry chef in his creations. A mark accompanies this sign, as a perfect imperfection, a trace of regionalism in which the pastry chef draws his inspiration and source his products. Made of four intertwined apples, this allusion to Normandy does not adorn all packages. But when it appears, it comes in hot foil to launch some red highlights, again in contrast with the neutrality of the whole - as a discreet accent and passion that can not be hidden ...
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