Le Matin Patisserie

Founded in 2020, Le Matin Patisserie is helmed by Chef Mohamed Al-Matin who brought his experience from working alongside world-renowned chefs like Adriano Zumbo, Peter Gilmore, and Andre Chiang. After his tenure as Pastry Sous Chef at Noma, Matin returned to Singapore, starting in a cozy spot at Raeburn Park during the pandemic. This journey led to the opening of a new concept-café at ION Orchard in January 2023. Practice Theory worked closely with the creative team at the Benjamin Barker Group on this rebrand.

Le Matin, French for ‘the morning’, is a nod to Chef Matin’s name, and captures the essence of mornings—a time synonymous with freshness and new dawns. This idea is central to Le Matin’s brand identity, evoking the imagery of early sunlight, and the inviting scent of fresh pastries.

The redesign of the logotype reflects the notion ascent—symbolising the rise of dough, the start of a new day, and the morning itself. An evolved sun symbol from the previous branding further reinforces the morning theme, while the introduction of a yellow gradient adds a touch of warmth, reminiscent of a sunrise. The gradient, particularly striking on the packaging, creates an impression of a treasure chest filled with delightful pastries waiting to be unveiled.

The new branding extends across various platforms, including social media and retail, where elements like the gradient and the sun symbol were integrated into the spatial design of the physical store.