EPOQUE

EPOQUE is a soon-to-open French-inspired artisan pastry boutique in West London. The vision behind EPOQUE is to bring a touch of Parisian elegance and creativity to the city, with a modern twist reflected in the illustration style. My role in shaping the brand’s identity was all-encompassing—I acted as creative director, art director, and brand designer throughout the project.
This is a conceptual branding project, developed to demonstrate my creative direction and design skills.


As designer for EPOQUE, I sought to translate the brand’s Parisian inspiration and modern vision into a cohesive visual identity. I selected a sophisticated green palette to evoke the timeless elegance of Parisian gardens, paired with a typeface that embodies classic Parisian style—minimal, elegant, and refined. Vibrant illustrations of Parisian streets serve as central motifs, symbolising the artisan pastry experience and infusing the brand with energy and charm. These illustrations, combined with elegant yet contemporary photography, create an approachable yet upscale atmosphere, inviting customers into a world that feels distinctly Parisian yet perfectly at home in London.

Every detail, from the colour palette and typography to the illustrations and photography, was carefully considered to evoke a sense of 18th-century Parisian allure with a fresh, modern twist. The result is a brand that feels both timeless and current, appealing to locals and visitors seeking a refined pastry experience.

For implementation, the brand identity is consistently applied across all touchpoints. Packaging features the refined green palette and graphic motifs, while signage stands out on West London’s lively streets. Menus are designed for clarity and elegance, and digital platforms reflect the boutique’s sophistication. Each application reinforces the brand’s values, ensuring a memorable and cohesive customer experience. Consistency across these elements is key—every interaction with EPOQUE, whether in-store or online, is designed to feel special, refined, and unmistakably Parisian.