In a world of trends and over-complicated routines, les Douceurs d’Anita offers a gentle return to natural ingredients, timeless rituals, and meaningful craftsmanship. A concept store and a brand rooted in family heritage and artisanal care.

The brand lacked a clear identity. A Canva-made logo, shifting visuals, and no real foundation made it hard to reflect the warmth, legacy, and values behind the project. We needed to create an identity that felt personal. One that honored its roots, embodied its atmosphere, and clarified its unique position as both a concept store and in-house brand.

We began with the story. Les Douceurs d’Anita is a tribute, to Matysse’s grandmother, Anita, and the boutique she used to take him to as a child. It’s a legacy of self-care, entrepreneurship, and beauty passed through generations. So we built an identity inspired by Anita’s elegance and the timeless charm of the original boutique — layered with Matysse’s modern vision, energy, and multicultural roots. The result: a brand that feels both nostalgic and new.

We designed a logo rooted in heritage, blending an illustrated portrait of Anita with a vintage-inspired arch ( recalling vintage medallions and the boutique’s original doorway) and classic serif wordmark. A timeless mix of memory, tradition, and French elegance.

We chose a refined serif that nods to vintage apothecaries and classic storefronts. Elegant, warm, and versatile. It balances the brand’s nostalgic charm with modern clarity.

A palette inspired by the sun-washed tones of the French countryside: terracotta, faded greens, soft soap hues. Warm, retro, and grounded in craft

The content for Les Douceurs d’Anita feels like a sunlit day in a quiet countryside village. Every frame glows with golden light, textured charm, and gentle authenticity.
From vintage bathroom counters to farmers’ market scenes, it captures the beauty of the everyday — slow, sincere, and effortlessly elegant.