logo, branding & website
Joost Arijs developed his creative talent working for renowned pastry chefs like Mahieu & Ducobu and following an apprenticeship with Parisian top pastry chef Pierre Hermé, he became chef patissier in Peter Goossens’ three-star restaurant Hof Van Cleve. For Joost, starting his own establishment was a lifetime dream. Chilli took up the challenge to create an innovative and personal style to complement his talent.
The basis for the concept is a fresh logo that was born from a graphic and minimalist contraction of initials. The look of the logo is mirrored in the sleek house style and packaging line, thereby enhancing recognisability and a sense of identity. Chilli sought to create an individual style that shows the chef’s delectable creations to best advantage.