NAMING, BRAND IDENTITY AND STATIONARY

N-U

Gael Majchrzak is an established French Chef with over 15 years of experience in the culinary world, working at Michelin-star restaurants. His latest venture ‘’N-U’’ supplies macarons across Hong Kong to multiple 5-star hotels.

From the start of N-U I was involved with the branding on this project. Building from the ground up multiple names and associated designs for Gael to choose from. Then building the brand identity and guidelines along with designing the logo and marketing materials.

The name and logo are derived from the side profile of a macaron, with the ‘n’ and ‘u’ representing the two shells and the hyphen ‘-’ representing the filling. With each macaron needing to be as perfectly shaped as the last, the logo helps to remind the consumer of the distinctive shape.

One of the main requirements from Gael was that the branding and design helps to separate N-U from competitors, as this is difficult to achieve without a visually unique product. Utilizing a neon color scheme and hyper contemporary design I was able to create a distinctive brand, embracing and honouring Gael’s sentiment that he wanted his product to force consumers to ‘’expect the unexpected’’.