MUUS is a brand of boutique patisserie offering exclusive confectionery. It is run by siblings, experimenting with and improving grandma's recipes. The small but cosy place is located on Tamka street in Warsaw, in The Fryderyk Chopin Institute's prestigious neighbourhood. The visual identity we designed is a tribute to the aesthetic tradition of the most beautiful Warsaw cafes and restaurants of the early 20th century. We have combined the irresistible charm of abstract details and motifs of flakes, crumbs and terrazzo with a sublime class of colours and forms, including typography.

Conservative aesthetics give the brand its unique subtlety, charm and class.

We decided to base branding on conservative aesthetics, occasionally enriching it with contemporary finishes. In this way we gave the brand a unique subtlety, charm and class.

The typography used in the logotype represents the values adopted for the artistic direction of the brand – elegance and sense of taste.

When choosing the direction of design, we were loosely inspired by the generational history of the founders. The spirit of the family tradition was initiated by the grandmother of the current owners, who often refresh and improve her recipes. So we focused on the elegance of classic aesthetics, which we enriched with the expressiveness in the form of symbolic scraps of sweets, or catchphrases imitating state of bliss.

The palette base is roses, greens and gold.

We wanted the brand to be elegant but without pomposity. We focused on colours that are pleasant to perceive, which will enhance the identity with class and charm. We were looking for colours present in confectionery products - organic, friendly and uncommon. The hues harmonize both the packaging and the interior design, which is visible even in the case of decorative graphic elements (crushed scraps) or colourful lastrico decorating the bar.

The new brand was immediately loved by the owners, media like Vogue or Elle, and customers publishing hundreds of photos and stories about MUUS on Instagram.

The packaging is a key element of the MUUS brand experience,

as using it lasts the longest and is the most direct. When designing it, we took into account visual (aesthetics) and tactile (paper texture) sensations, as well as functionality (weight maintenance, opening convenience, removing cakes).

“Impressive professionalism, paying attention to every detail from colours and fonts to the selection of papers for printing. Creativity, vast experience and a fantastic sense of aesthetics are just some of the features of Redkroft.”

“Unique decorations can be admired behind the storefront in a tiny but elegant MUUS space in powder pinks, greens and shades of gold.”

Vogue Poland

“Pink, green and gold! We love beautifully decorated patisseries almost the same as cream puffs, cream cakes, white chocolate and meringues.”

Elle Decoration Poland

Project Team

Visual Identity: Jarek Dziubek
Photo session: PION Studio

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