Soleil Brand Identity Design

Background

Soleil draws its name from the morning sun, symbolizing freshness, warmth, and the uplifting energy that starts the day. The brand embodies the spirit of early mornings, aligning itself with a breakfast and brunch culture rooted in lightness, comfort, and welcoming optimism.

Inspired by artisan traditions sourdough baking, patisserie craft, and quality coffee, Soleil reflects an atmosphere where everything feels “freshly made” and thoughtfully prepared. Its personality blends subtle French influences with a bright, cheerful morning mood, creating a brand that feels both playful and refined.

At its core, Soleil represents the joy of beginning the day with something warm, simple, and good, capturing the essence of a sunny morning in every touchpoint.

The Approach

Our visual approach starts with the word “Soleil”, using the “O” as a symbol of the morning sun. The “O” is designed with a soft glow to capture the warmth and radiance of early sunlight in a subtle, contemporary way.

We emphasize Soleil’s core products—sourdough, patisserie, and coffee—through clean layouts and simple typography that evoke an artisan, “freshly baked” morning feeling.

To shape the brand’s tone, we developed playful yet refined taglines like “Morning Person Only,” “Soleil, So Good!” and “Oven of Oui!!!”, strengthening the brand’s sunny and lighthearted character.

While most breakfast, coffee, and patisserie brands use colorful palettes or typical café tones, Soleil intentionally breaks away with a grayscale palette. This creates an elegant, editorial look that makes the glowing sun-inspired “O” the visual anchor. The natural colors of the products then serve as soft accents, giving the brand a unique and elevated identity.

Creative Direction: Dicky Rinaldo

Graphic Designer & Motion Designer : Dicky Rinaldo & Ahmad Fajrian 

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