Chu Dessert Business Card

Studio Pros designed these business cards for Chu Dessert, a private pastry kitchen.

Chu Dessert is a pastry kitchen that’s full of poetic flavour. The name ‘Chu Dessert’ was inspired by the founder’s name. Developed and motivated by the poem ‘Ode to the Chrysanthemum’ from the renowned poet, Bai Juyi, the logomark creates an extremely poetic visual style.

The (translated) poem goes:

“A night of new frost lays gently on the roof tiles,

When plantains and lotuses, unable to withstand the cold, break and bend.

Only the chrysanthemums near the east fence bear the freeze,

With its golden blossoms first blooming and adding more fragrance to the dawn.”

Chu Dessert_green1
Chu Dessert packaging_red2

According to Studio Pros, the brand’s logo was designed by a new sculptor, Chen Zu-bei, who drew the Chinese character ‘菊’ (pronounced ‘Chu’, which means chrysanthemum) with smooth curved lines as a symbol of blooming flowers and foliage. Apart from its great beauty of antiquity, the logo design also traces the shape of chrysanthemums.

The design concept of the logotype takes petals as its theme, using a left-falling stroke in the character ‘Chu’ to portray the wonderful moment when petals are falling gracefully and elegantly.

In order to convey the beautiful image established in the poem Ode to the Chrysanthemum, the chrysanthemum petals are decorated with white (represents the frost on the petals) and gold (symbolizes pistils of the golden blossoms); they burst forth and scatter over the picture, creating a refined, delicate ambiance.

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There are three colour variations for the business card (and packaging) design and they are created to match different age groups and occasions. For instance, green and white are perfect for general gifts while red are for celebrations, such as weddings.

These business cards were printed by Wei-Yang Printing Enterprise in Taiwan.