Marco is built around the idea of family heritage, neighbourhood life, openness, and human rawness.
The project looks for a feeling of closeness, familiarity, and shared memories through the boulangerie and café experience.
The atmosphere values human imperfection, transparency, and simplicity in every aspect: from the visual identity to the bakery, the products, and the relationship with people. A casual and welcoming place, without judgement, where everyone can feel comfortable, recognized, and invited to stay. A place where someone could even go buy bread in pyjamas if they wanted to.
The project wants to speak to everyone: families, children, neighbourhood people, passersby, tourists, or people coming to work.
Nostalgia appears as a central part of the project, starting with the name Marco itself, as a real name of a member of the family. It also comes from Patrick's bread savoir-faire, Juliette's photography, and personal archives and memories, creating something human, personal, and emotionally close to Marco.
come get your bread in pyjamas!
Le pain du dimanche matin Direction:
Develop 2–3 flexible phrases that can vary depending on the application.
The phrases should reference relaxed and day to day informal situations where Marco appears.
Example: Sunday morning, no bread, pyjamas
1. Strong presence and focus on human rawness and nostalgia.
2. The visual identity uses real and imperfect elements: handwritten typography that reminds you of someone you love, or old typography from vintage Italian bars, scanned textures, personal archives, and real or re-scanned photography.
A visual language that feels familiar, welcoming, human, accessible, authentic, transparent, and raw.
Something connected to family heritage, neighbourhood life, shared memories, and everyday encounters.
3. The handwritten logo should transmit this human imperfection, closeness, and authenticity at the same time. We should not imitate another trendy TikTok café font, but instead have in mind the references of real handwritten typography: old photographs, handwritten letters, old family documents, or the handwriting of someone you know or love.
The logotype should feel personal, imperfect, and emotionally familiar.
4. The elements that will be part of the visual system should feel human, like home, like family. For example: photography of the real people behind the coffee, or real photography archives of the owners/creators behind Marco.
5. The visual identity should feel close, authentic, human, and imperfect, but at the same time, it should transmit the idea of quality.
(Like when you go to eat at your grandma's house and the food is the best food in the world).