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Brief: Celebrity chef Paulina Abascal has a vibrant and sweet personality that perfectly emulates her bakes. My job was to create a cohesive personal and professional brand that encompassed what she already had (logo) and new, less serious elements. My proposal was going for illustrations that broke the seriousness of her logo and using traditional French typography for her restaurant menus. The result was a professional, serious look without losing the fun, sweet side of her personal brand.
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