Coupette branding, by Hue & Cry

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Consultancy Hue & Cry has created the visual identity for a new, French bar in Bethnal Green, East London.

Coupette – which means to have a “cheeky one” in French – looks to bring lesser-known French drinks such as Calvados, cidre and poiré to London.

Hue & Cry’s identity for the bar is inspired by its French roots, including an abstract-patterned logo based on an apple – one of the key ingredients seen on the drink menus.

The design of the cocktail menu is based on the six borders of France – known as the French hexagon – with illustrations by Joe Wilson of six French antagonists, including architect Le Carbousier and anonymous photographer JR.

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