Walk A Thought builds Bouquet’s brand on unexpected pairings

When Caroline LaFleur founded Bouquet in San Francisco, she brought years of experience from America’s top food innovation firm, working with Fortune 500 companies on emerging trends and healthier ingredients. That expertise shaped a product line that sits somewhere between coffee syrup and cocktail mixer, crafted with traditional French methods for brown butter caramel and the natural colour of turbinado sugar for marmalade infusions. Real vanilla seeds continue to infuse in every bottle of Vanilla Fleur de Sel. This attention to ingredients and process demanded an identity with equal care for detail. Paris-based design studio Walk A Thought, led by Erik Berger Vaage and Rasmus Nilsson, developed Bouquet’s brand around a central idea embedded in the name itself – that things are better when paired together. “What truly sets Bouquet apart is its focus on flavour and pairing, the idea that things are better when brought together,” notes Berger Vaage. “That ethos runs through everything, from the recipes to the brand identity and even the name itself.” The concept of ‘unexpected pairings’ became the studio’s creative lens, manifesting as small contrasts throughout the identity. A bold, slightly imperfect wordmark sits against elegant serif typography. Vibrant colours pair with the natural tones of the syrups themselves. Expressive illustrations work comfortably beside more restrained elements. The type system mirrors this duality through three distinct faces: Original Sans brings warmth and imperfection to the wordmark, Ivory adds refinement and nostalgia, and Centra Mono nods to LaFleur’s scientific background. “Together they create a small ecosystem of contrasts, each distinct but working in harmony,” explains Berger Vaage. “It’s a subtle way to express that same idea of ‘pairings’ through typography.”