Is it the same picture as in the Frangins Frangines Project? It is, as Sam’s boss is the brother of FF’s boss, and their shops are right next to each others.

Samuel is an up-and-coming pastry chef, specialised in ice creams and sorbets. His creations found a natural home on the west coast, where they are quickly being considered as the best you will taste in this part of the country.

As Sam’s pastry and ice cream business has close links to his brother’s bar, they wanted their branding to be related as well.

The hue of blue and the workhorse typeface (ES Klarheit by Extraset) are thus the same, while the wordmark follows a very different path. The letterforms are as minimal as possible, and thought with a wide range of applications in mind, including a custom ice cream truck next year.

The storefront logo has also been painted by Guillaume.