New branding for a gourmet bakery Madame Quoi was inspired by a dramatic story of a Parisian socialite, Henriette Callioux and the letters to her husband that were threatened to be published in the eve of a political scandal in 1914.
Two Mexican designers, Cynthia Fernandez and Sofia Villarreal, aimed for a visual identity that will reflect the misalignment of emotions and explosion of feeling, remaining modern, sleek and soft. The chaotic, grafitti-like fonts are harmoniously mixed with black-white-pink colour codes and abstract graphics.