Avant Post, a Paris-based art direction studio designed the branding for Alexandre Mazzia, a Michelin star restaurant in Marseille. Alexandre called on Avant Post to design the entire visual identity of his restaurant, after having worked on the room framework and furniture. This base allowed the studio to integrate the visual identity into a more global reflection of the restaurant, and to design direct and visible links between the graphic elements and on-site features.
The branding is simple, yet with careful attention to detail. ‘The logotype is pared-down. Just like gourmet cuisine, it deals with precision rather than quantity. The initials are staged: the A is in the center of a perfectly regular plate, and the M is freer, more eccentric, like the culinary signature of Alexander.
A very qualitative manufacturing work has been undertaken for the restaurant stationery and menus: an anthracite paper with a rough texture elegantly bring to mind the raw concrete walls which feature prominently in the restaurant, as well as the copper ink which is printed by hot stamping on every material. It echoes the traditional copper materials used in the kitchen and some of the walls of the restaurant room.’