Creative Director
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.
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.
Abmo developed a refined and dynamic brand identity for French luxury sporting goods retailer Hercule Studio. Drawing inspiration from the twelve labours of Hercules, the identity features a system of monograms, elegant typography, and a color palette rooted in the South of France. The project merges fitness, fashion, and design aesthetics to position Hercule Studio as a premium lifestyle brand.
Abmo developed a refined and sensual brand identity for Hôtel Buci in Paris, blending modern and traditional French elegance through custom typography, layered textures, and tactile materials. The project features a bespoke wordmark, a cursive monogram, and a diverse typographic palette, complemented by collaborations with Studio 6 Lettres, Atelier Bulk, and photographer Patricia Khans. The identity evokes intimacy and sophistication, aligning with the hotel’s concept of an ‘intimate boudoir.’