The mystery mock café chou à la crème is defined by its quiet space of solitude. Situated in a secluded warehouse space in Brooklyn, New York, the quiet café only holds a handful of tables that are occupied by small groups of people who come to enjoy the distant hum of city sounds beyond the brick walls.

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However, this tastefully adorned space is not the only reason people visit chou à la crème. The simple café’s concrete tables and industrial walls are paired with the aroma of pungent, nutty espressos and the sweet taste of cream puffs. Unlike the traditional choux cream pastry that originated in 1540 in France, the cream puffs at chou à la crème are made with the airy and crispy texture of the Japanese shu cream and the café’s secret recipe of Korean mixed cream.

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The illustrative posters at the entrance show an image of a rattlesnake with a cream puff. Inspired by customers who claimed that the cream puffs at chou à la crème were “the most sinful indulgence,” the cafe’s branding shows off their iconic cream puffs as the sinful temptation in the Garden of Eden.

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The bold color, simple imagery, and stylized typeface are inspired by the mix of cultures in the chou à la crème cream puffs. The branding is inspired by the minimal and exuberant Japanese design scene of the 1970s and the café culture of France and South Korea, where cafés and resting areas have a deep cultural significance.

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The chou à la crème looks to continue to expand upon its brand message and provide a warm, quiet space with delightful goods to its visitors.

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Art direction by the enemy's enemy.