May Chef Atelier
Food, ritual
& everyday movement.
May Chef Atelier is a premium performance cuisine concept based in Encamp, Andorra. The brand focuses on designed energy, specialty coffee, functional meals, recovery, daily rhythm and quiet luxury.
Brand and communication direction developed around the existing May Chef Atelier identity, including colour system, typography direction, social media visual system, Instagram post design, menu layout direction, campaign and collaboration materials, and content strategy.
Logo provided by client.
A visual system built around the everyday.
Colour Palette
Warm, grounded and human.
The colour system was designed to feel calm, premium and natural — inspired by stone, glass, light, shadow and warm neutral surfaces.
Typography System
Editorial contrast through type.
The typography system balances editorial expression with everyday clarity. The primary display typeface is used for elegance, editorial expression and premium brand moments, while the secondary functional typeface supports clarity, hierarchy, menus, service information and social media communication.
Serif for emotion. Sans-serif for information.
The Challenge
More than
healthy food.
The challenge was to position May Chef Atelier as more than a healthy food place. The brand needed to feel premium, functional and calm — avoiding the visual clichés of fitness food, clean eating and mass-market wellness. The visual system translates this positioning into close-up product and ingredient photography, creating a language around food, preparation and everyday ritual.
Campaign & Collaboration
Food that fuels
movement.
The identity was extended into campaign and collaboration materials, connecting May Chef Atelier's functional food offering with movement and performance.
Social Media Visual System
A culinary magazine
in everyday life.
The visual system was designed to extend naturally into social content, balancing food photography, editorial typography and everyday moments. Instagram posts, menu communication and promotional content share the same restrained visual language, allowing the brand to feel consistent without becoming repetitive.
