TEMPS PERDU

It’s time! Time to introduce a branding approach that sets to abolish our deceitful concepts of time, memory and taste. It’s about a brand-new dough lab, specializing in creating croissants that, albeit perfectly airy and flaky, have an everlasting impact on your memory, leaving a trace deep and precious. With such a profound connection with memory and time, we had no choice but to name the lab “Temps Perdu” (lost time), a reference to Marcel Proust and his memory-triggering madeleine cakes in his masterpiece “In search of lost time”. We took our time in finding the perfect typeface to visualize the notion of time that melts at the presence of a delightful sensory experience. Look how the inner curves of the Temps Perdu logo feel soft like butter. We also figured that we should definitely have a faulty digital clock, to mock the time that runs arbitrary, when it should run according to our memories and feelings. At Temps Perdu – the dough lab, time runs differently. It slides amongst exquisite dough creations, in a plain cement interior, and pours out full of aromas, through the transparent façade of the lab, as created by architect @st_danai of @sdarchitecture_, who completed the lab’s time-defining environmental branding. Take off your watch and indulge.

Branding, Core concept, ID and Art direction: SAINT OF ATHENS / Architectural study and 3D design rendering: SD ARCHITECTURE - DANAI STOUPA / Photography: GIAGKOS PAPADOPOULOS