Plastered with stickers, Carla Palette’s brand for Maison Fleuret proves that less is sometimes more

Catering to a discerning, epicurean French audience, Maison Fleuret ticks all the boxes – a Parisian multi-faceted brand comprising a coffee shop, baking school, estate, hotel, and an exclusive product line featuring wines, premium coffee blends, and cold brews. When tackling the challenge of defining an all-encompassing look for the brand, Berlin-based designer and art director Carla Palette explains that a ‘less is more’ approach was the ideal way forward, both for target consumers and logistical considerations. “The simplicity and light-handedness in the design were intentional choices to ensure flexibility and clarity across all brand touchpoints,” she tells us. “By keeping the design stripped back and understated, we created a foundation that feels both elegant and enduring, capable of evolving with the brand over time without losing its distinct character.” The primary typeface, Sterling Sans, establishes the identity’s “refined yet approachable” aesthetic, chosen for its grotesque and humanist qualities. “This hybrid quality strikes a balance between clean minimalism and subtle personality,” Palette notes, “offering a design solution that feels both timeless and versatile.” Whether appearing in a customised form in the wordmark, or on signage and menus, it plays a prominent role, and justifiably so – “while graphic elements can quickly feel outdated, well-chosen typography has more durability over time.” The stark, black-and-white, typography-forward design allows each category of service or product to coexist while serving as a neutral canvas for the more striking and definitive elements. Namely, a system of brightly-coloured stickers (used in conjunction with numbers) to differentiate between product lines. “This approach ensures that every flavour of coffee or wine is instantly recognisable on the shelf, enhancing visibility and memorability,” says Palette, aiding in building brand equity for returning customers over time. As the final, human touch, hand-drawn illustrations – intentionally loose and unrefined, tailored to each sub-category – counterbalance the pristine typography with an endearing quality.