Pain Plaisir
Anemone, by Pain Plaisir.
- Bakery, retail
- Bucharest, 2025
- Product branding, packaging, stickers, in-store, photo, campaign
A pastry that deserved its own name
The Anemone is croissant dough with sugar and vanilla, Pain Plaisir's take on the kouign-amann, folded at four points.
Pain Plaisir wanted it to stand out as a product of its own: on the shelf, in a gift box and on Instagram.
The Anemone
The shape is the logo
The brand icon is a geometric abstraction of the product itself: the four-point fold makes a natural quatrefoil. Neug Asia, with its extreme contrast and teardrop terminals, rhymes with the four rounded lobes.
The anemone combination mark, a “Buchet de anemone” gift version, a quatrefoil pattern, flavour stickers in yellow, red and green, and a quatrefoil crop for photos and social media.
- Product branding
- Combination mark
- Typography
- Pattern
- Box design
- Flavour stickers
- Photo treatment
In the shops: window graphics, shelf talkers, posters and coffee cups.
- Window graphics
- In-store
- Posters
- Cups
We filmed and shot the Anemone the way it should be eaten: torn, bitten, held up to the eyes. Then a Christmas table full of Pain Plaisir.
- Photo shoot
- Art direction
- Campaign
- Video production
The shoot
One pastry, one shape, a whole small brand: a mark you can bite into, stickers for every flavour and a shoot that makes you hungry.
Coffee Street
