Au Chalet

Au Chalet is a coffee shop in La Rochelle, rooted in the warm, unhurried culture of specialty coffee. A place where people come back, not just to drink but to stay. Cliclac Studio developed a complete brand identity built around a hand-drawn world, warm and slightly offbeat. The logo is a circular badge, immediately recognizable, combining a custom script logotype with an original illustrated character — a little creature caught mid-action, somewhere between a coffee bean and a cartoon figure. Friendly, slightly absurd, impossible to forget. The illustration system extends the universe across every touchpoint: a full-scene artwork for the back of the tee, stickers, cups, bags, and social content. Each piece lives in the same visual world — dark chocolate brown as the primary color, softened by cream, lilac and warm orange. The palette is deliberate: rich without being heavy, playful without being childish. The identity was designed to wear well. On a tee, on a takeaway cup, on a sticker stuck to a laptop. Something people want to carry with them.