Visual identity, concept and creative direction

MakMak provides premium macarons and an assortment of treats to Sydney and beyond from its cosy retail shop in Surry Hills. A blind tasting conducted by TimeOut Sydney declared MakMak's macarons to be the best in Sydney, swiftly beating out well known industry icons! A true feat, seeing as those involved with the tasting were highly respectable chefs Christine Manfield (Universal), Peter Gilmore (Quay), and Ross Lusted (The Bridge Room) — each one of them voted MakMak the champion macaron.

I had the joy to develop MakMak’s brand identity as a freelance Creative Director working in Sydney. The visual identity reflects the fun and bold character of Carlos Heng, the owner of MakMak. As soon as one opens the door to his shop, one can feel the passion he has for baking and especially macarons.

The mirrored logo was inspired by the action of pouring ingredients into a bowl, creating something beautiful and flavoursome. In combination with the polkadot pattern, inspired by macarons, and a very joyful colour palette, the visual identity is a direct reflection of who Carlos Heng is as a person.