Chef Phil Saneski and Emily Hopkins had the idea for the The Canelé Co. for a few years and launched in early 2024 as a dessert pop-up experience in the San Francisco Bay Area. 

We worked together in January-March to brainstorm the brand concept/strategy, name, slogan, and visuals. I explored the competitive landscape of other pastry brands and found inspiration in the French origins of the pastry to bring the The Canelé Co. to life.

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