The identity of the collaboration between French Master Chef Michel Bras and ceramist Roos Van de Velde for Serax is based on the name and the organic lines of the plates. To create a counterweight to the organic part of the identity, we came up with a simple combination of the heavy sans-serif and a light serif. The commission consisted of eighteen different packages, two brochures, illustrations of the plates and communication material for fairs and stores.

Identity | Art Direction| Packaging | Brochure Design