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Chu Dessert Business Card

  • August 20, 2020
  • By: Jennifer Wong

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 logoChu Dessert_green1
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.

Chu Dessert packaging_red2Chu Dessert packaging_whiteChu Dessert box_green2Chu Dessert branding2
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.

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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.

Chu Dessert business card_whiteChu Dessert_white gold foilChu Dessert_red cardChu Dessert petalsChu Dessert branding_red2Chu Dessert business card_green
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.

Chu Dessert green business card

Chu Dessert business card_red

Chu Dessert_white business cards

Chu Dessert packaging_green3Chu Dessert branding_green2Chu Dessert packaging_redChu Dessert packaging_white2Chu Dessert business card_white2Chu Dessert wrapping paperChu Dessert wrapping paper2

Designed by Studio Pros

Printed by Wei-Yang Printing Enterprise Co., Ltd.

For Chu Dessert

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  • Posted In: Business Card Gallery
  • Tagged In: Bakery/Pastry, chrysanthemums, curved lines, Food/Beverage/Eatery, gold foil, green, Illustration, logo, logotype, petals, red, stroke, Studio Pros, white

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