Madeleines was a food theatre and laboratory. In collaboration with some of today’s most innovative artists in cooking, music, art, and design, Madeleines created food experiences like no other. LOOP Associates was hired to create the identity, a website, and posters for their performances. We created an intriguing reverse-type logo to serve as the conceptual centrepiece of the restaurant’s identity. A single glance made it clear that Madeleines was more than what it appeared to be. The design was under constant development – capturing the changing moods, themes and ideas. Madeleines was awarded for this visionary concept by Danish Design Centre.