We were so excited when Jennifer came to us with her new business venture, Patisserie de Luxe. It brought together the aura of European patisseries and the contemporary flair of Toronto’s event scene, and we wanted to ensure through its branding that it would be one of the most sought-after patisseries of its kind. There are numerous companies in the city that compete in the realm of desserts so it was important to both Jennifer and us to quickly establish a grounded and iconic reputation. We wanted to bring back the subtlety and elegance of texture through letterpress and foil pressing her cards—less is more. Using the colour and characteristics of the ingredients in her products, we chose hues that looked like how something would taste—decadent, delightful, and aromatic. The card captured the sophistication and luxury of her pastries.