Yuliia Hrabynska developed the brand identity for Praline, a French pastry brand with a little more personality. The starting point is Parisian café culture, reimagined through a bold Gen Z lens, so the familiar romance of the patisserie meets something younger and more playful.

The system runs on that mix. Playful illustrations sit against nostalgic typography, and a sweet checkerboard palette of butter yellow, soft pink, cream and chocolate brown gives the brand its energy. The nostalgia keeps it rooted, the playfulness keeps it current, and the two hold together rather than pulling apart.

The result gives a classic category a fresh voice. A French pastry brand that keeps the charm and loses the stiffness.