Capucine
A Parisian tea room and herbalist, between dried flowers, porcelain and homemade treats.
The context
Capucine is a tea room and herbalist opening on rue des Martyrs in Paris’s 9th arrondissement: loose-leaf teas, garden infusions, homemade treats and dried-flower bouquets. People come for a sweet break and leave with their favourite teas.
The challenge
Create a soft, warm world that evokes both an old-fashioned tea room and a herbalist’s shop, stand out from the neighbourhood’s modern coffee shops, and stay consistent from the tea bag to the shop window.
The idea
The herbarium as a common thread: dried flowers, botanical plates, floral porcelain and aged paper. A terracotta, sage and powder-pink palette, a round, delicious script for the logo, and watercolour illustrations for the shopfront and opening poster.
Colours
- Brun encre#4A3B2E
- Terracotta#C97B4A
- Sauge#8A9A7E
- Rose poudré#E3C6C1
- Crème ancien#F3EAD8
Typefaces
- PacificoLogo
- Playfair DisplayHeadings & taglines
- Cormorant GaramondMenu & body text
A herbarium as the common thread
Every item uses the same ingredients: dried flowers, porcelain teapots, ribbons and old paper. The menu looks like a page from a herbarium, the tea box like a botanical collection label, and the opening poster features the illustrated shop window to make people want to step inside.
The outcome
A consistent, instantly recognisable identity that gives the tea room a soul before it even opens: you recognise Capucine on a poster, a tea tin or an Instagram post. Concept project: tea room, address and prices are fictional.