Alexandre Saumier Demers
Designer · Other
3 articles · Sep 2025 — Nov 2025
Articles & interviews
- Caserne’s crumbled type captures Olive + Gourmando’s organised chaos
The Brand Identity · Nov 17, 2025
Montreal studio Caserne refreshed the identity of Olive + Gourmando, a beloved local café and restaurant, to support its expansion into new locations. The rebrand introduces a 'crumbled type' system that captures the brand’s organised chaos while maintaining its artisanal warmth. The new identity balances flexibility and authenticity through a typographic system, terracotta-inspired palette, and adaptable logo structure.
- "Saint-Urbain Designs Fresh, Playful Brand for Butt Wellness"
The Brand Identity · Oct 28, 2025
Saint-Urbain developed the brand identity for Beam, a butt wellness brand aiming to destigmatize rectal health through a balance of playfulness and credibility. The identity uses rounded typography, a warm green and cream palette, and inclusive photography to create a welcoming, unembarrassed tone. Collaborations with illustrators, animators, and photographers helped extend the brand across packaging, motion, and digital applications.
Saint-UrbainBeambranding - Saint-Urbain Revitalizes Massi's Deli with Childhood-Inspired Rebrand
The Brand Identity · Sep 2, 2025
Saint-Urbain rebranded Massi’s, an Italian deli in Astoria, Queens, drawing inspiration from founder Alex Ostroff’s childhood memories of Italian restaurants. The identity features hand-drawn illustrations based on the Scopa card game, a nostalgic color palette, and custom typography that blends Italian and American deli traditions. The result is a warm, culturally resonant brand that connects emotionally with the community.
Saint-UrbainMassi’sbranding