Parsley was created in 2020 by chef Geoffrey Gotfryd, who graduated from the Ferrandi school, and offers a menu developed around oriental streetfood. Both hearty and healthy, his recipes offer a unique mix of Middle Eastern flavors in bowls, sandwiches and patties. After a first address in the 11th district of Paris, Geoffrey asked us to rethink the visual identity of his restaurants for his second opening (Paris 2nd).
The main focus of the graphic identity is based on a lettering carefully elaborated around the notions of deliciousness, refinement and ornamentation. Clever correspondences have been developed between the different characters, with a particularly recognizable S and L in the center of the typographic block. In a logic of contrast, the main typeface associated with the logo was chosen to be Degheest Director, published by Velvetyne Type Foundry, for its raw and airy personality.

The new visual identity was unveiled in February 2023, based on an architecture developed by the Hypnos agency.
Brand New, Friday Likes


Brand strategy
Visual identity
Motion design
Naming / copywriting
Editorial design
Web design

P1 Bouche



Studio Hauteville