Léonie Paris visual identity and packaging

Léonie Paris is an astonishing journey that combines traditional Indian pastries and French know-how. Graphéine accompanied Léonie in the creation of the brand’s stortytelling and visual identity.

The night sky is the backdrop of Léonie’s story. The stars are a strong symbolic element in the visual identity of Léonie Paris, and create the link between the story of this festive night and Léonie herself. The wordmark of the Léonie logo is in the Didone style, conveying French elegance and know-how. Its proportions are enlarged to give more presence to the name.

The É combines a half moon in its counterform and a star in its crossbar. This trick subtly underlines the typographic finesse and brings a touch of originality. The star in the É has been deliberately drawn with angles and not curves so that it stands out in the logo and creates 2 types of stars that punctuate the brand pattern.

The accompanying typeface is Berthe (Abyme, 2018). It is a revival of the Série n°16 des caractères ordinaires produced and distributed in 1887 by Deberny & Cie. Although it is based on the Didone style, its serifs are even finer and its junctions with the stems are softer for a premium look.

As an accompaniment, Feliciano Type’s Marcin Antique (2017) has more character than typical Neo-Grotesques, which makes it an ideal match. Grotesques essentially being Didone typefaces whose contrast and serifs have been removed, these two typefaces share the same skeleton while having different contrasts.

Learn more about this project on our portfolio page, in English or French.