Dez Gusta
Creative Director
In their own words
An object is only beautiful when it carries the trace of the person who made it, or failing that, the trace of time and use: in short, a history.
We aimed to create an identity that’s as generous, twisted and elegant as the cuisine itself.
The handwriting serves as a visual representation of Marchand’s personal imprint on each restaurant.
Our goal was to develop a cohesive visual language that represents the restaurant’s vibrant, innovative spirit while setting the stage for an engaging and memorable visit.
The resulting monogram expresses movement, tension, and grace in a way that feels both timeless and fresh.
Crucially, we selected colours that perform well across various mediums – in print, on creative papers like Colorplan and Colors 1802 by Procop, and on textiles.
We aimed to create an identity that feels layered and diverse, rather than uniform and monolithic.
It’s a brand that doesn’t just occupy space; it owns it.
Articles & interviews4
- Abmo Handcrafts Belle & George’s Entire Brand Identity
Abmo created a fully handcrafted brand identity for Belle & George, a Franco-Austrian design house founded by Isabelle and George Castaing-Soulier. The identity, led by Creative Director Dez Gusta and Strategy Director Sonia Cordier, embodies the brand’s philosophy of ‘la beauté du vrai’ through hand-drawn lettering, artisanal printing, and a vibrant color palette. Collaborations with Atelier Bulk, Papiers Procop, and others reinforced the project’s emphasis on craft and authenticity.
- Abmo serves up a cross-cultural culinary feast in their look for Gregory Marchand’s L’altro Frenchie
Bordeaux-based studio Abmo designed the brand identity for Michelin-starred chef Grégory Marchand’s new Paris restaurant, L’altro Frenchie. The identity blends Italian, American, and British influences through custom typography, expressive handwriting, and playful illustration. The project reflects the restaurant’s cross-cultural culinary concept and complements its 1930s-inspired interior by Emily Bonaventure.