Flurys gets the cream with a flourish from Conran

Conran & Partners has refreshed the identity for distinguished Calcutta patisserie Flurys, the ‘Fortnum and Mason’ of India, which will re-open later this year.

Conran & Partners has refreshed the identity for distinguished Calcutta patisserie Flurys, the ‘Fortnum and Mason’ of India, which will re-open later this year.

Flurys, a Swiss-style coffee and cake shop, has enjoyed a venerable reputation in India since the 1920s, but its identity had ‘lost its way’, says Conran & Partners creative director Sebastian Conran.

‘The identity had become a mish-mash of clashing marques, typefaces and colours; we’ve pulled everything together under one visual identity,’ he explains.

The consultancy has created a word marque with an ‘elegant, Elizabethan-style flourish’ underneath, Conran adds. It appears in pink and dark brown – Flurys’ ‘bitter chocolate and raspberry’ colourways.

Conran & Partners has worked with Flurys owner, Park Hotels, on previous commissions, including interiors and identities for its boutique hotels in Bangalore and New Delhi. It was appointed to Flurys without a pitch, says a Conran & Partners spokeswoman.

Park Hotels is part of the giant Apeejay Surrendra Group.

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