Sylvie’s is a concept design for a French bakery and cafe in London, founded by Juliette Durand. After studying Pastry Arts and Culinary Science at the Culinary Institute of America in New York, she returned to London in 2010 to open Sylvie’s, named after her late grandmother, who taught her to bake as a girl.

When Juliette first came to Cactusflower, she had a logo that was well-designed but limited in functionality, so we expanded on what she had to create a broader and more versatile brand identity. We designed alternative logo options and an expanded font library, as well as a chic color palette incorporating her signature red/blue color combination. New signage, takeout cups, loyalty cards, and food packaging followed. The result is a refined and modern brand with a polished edge.