Packaging by Manic Design for Tart Blanc

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CLIENT

Tart Blanc is an arti­sanal bak­ery in Sin­ga­pore spe­cial­is­ing in beau­ti­ful tarts fea­tur­ing inven­tive flavour and tex­ture com­bi­na­tions. The own­ers, a pair of sis­ters, one of whom is the bak­er, tell us that they dream of mul­ti-lay­ered con­fec­tions explod­ing with fla­vors and textures.

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BRIEF

Instead of rely­ing on over­ly orna­men­tal scripts emblem­at­ic of the French, Amer­i­can, or Euro­pean aesthetic—which would not have been authen­tic for them—the client want­ed some­thing clean and neu­tral. They are all about flavour com­bi­na­tion, exper­i­men­ta­tion, and inven­tion and want­ed a blank slate to show­case their creations.

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APPROACH

To under­line the tartistry of the baked goods, we came up with the name tart blanc inspired by the phrase carte blanche, which means blank paper and express­es the idea that any­thing is pos­si­ble. For the pack­ag­ing and name­cards, we chose an unusu­al and raw grey sub­strate as an alter­na­tive to the ubiq­ui­tous kraft to hint at the human-made, small batch nature of the bak­ery. It took us a very long time to con­vince the box mak­er to make the box­es in this mate­r­i­al but we think that the results are worth every minute try­ing to get it right.