Joost Arijs

logo, branding & website

The challenge

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 solution

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.

2. branding

What our client says

Let those guys do their thing and it’ll be smashing.

Joost Arijs