Zeno Huang @ Up-Brands
Zeno Huang @ Up-Brands · 2d
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AMAI KUMO | Minimalist Japanese Pâtisserie Branding

AMAI KUMO | Minimalist Japanese Pâtisserie Branding
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Project description

AMAI KUMO (meaning "Sweet Cloud") is a contemporary Japanese-inspired pâtisserie specializing in artisanal cream puffs (choux à la crème) and premium soft-serve ice cream. The brand is built on the philosophy of "Cloud-like Texture," offering treats that are as light and airy as they are indulgent, designed for the modern urbanite seeking a moment of zen-like sweetness. To transform the traditional dessert experience into a minimalist, sensory ritual. The goal was to create a visual identity that feels weightless and ethereal, moving away from the heavy, cluttered look of standard bakeries toward a clean, "Zen-Modernist" aesthetic that highlights the purity of the ingredients.

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