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.
Branding, collateral, corporate identity, copywriting, print design, interior design, packaging design, interior design applications & direction.
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.
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.
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.
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).
Katarzyna and Mikołaj KaszubskiOwners, MUUS Patisserie
Elle Decoration Poland
Visual Identity: Jarek DziubekProject Manager: Mariusz RucińskiPhoto session: PION Studio