Feature Detail

IDENTITY

FEYA
– Identity for James St pâtisserie

  • identity
  • packaging

Pâtissiers are the new rock stars of the food industry, FEYA is leading the charge with a very ‘Instagrammable’ look. The specialist café chain strives to become the choice for those that want to add taste, colour and a little indulgence to their daily lives.

FEYA offers exquisite patisseries and gelato but customers will also discover they apply the same passion, creativity and excellence to everything from croissant to gateaux, scones to smoothies.

Just around the corner from Selfridges and St Christopher’s Place, chef Zahra Khan, a student of Gordon Ramsay, invites you to enjoy an exquisite menu with a special breakfast offering by popular Finnish Instagrammer Vanelja, “FEYA offers a well deserved moment away from the hustle and bustle of the everyday – a place to enjoy the traditional alongside the contemporary, a place to experience a feast of the senses!”

We were commissioned to initiate the brand strategy to aid negotiations with the landlord in order to ensure the provision was in line with expectations and to identify the niche among the speight of new bakeries opening in the city.

We then created the full brand suite, from logotype to menus, coffee cups and bespoke cake boxes. The look and feel took inspiration from Head Chef and Founder Khan’s culinary inventions that themselves featured a range of stunning edible flowers. The interior was created in conjuction with SHED London, who created an environment of marble textures, florals and pastel tones.

The pâtissiers opening week was a very busy start for the new enterprise and their first Instagram moment was liked by over 5000 people.