Cremé is a bakery-cafe brand identity rooted in the aesthetics of France’s aristocracy in the late 18th century, specifically in the nonchalant, over-indulgence that led to the French Revolution. The brand’s core identity stems from the brand muse, Marie Antoinette, who is known today for her greed, gluttony, and her famous catchphrase ‘let them eat cake’. While these understandings are not completely incorrect, Cremé seeks to be informed by a nuanced view of Marie Antoinette: resulting in the brand’s very personal interpretation of the Queen.