Theurel & Thomas is the first pâtisserie in Mexico specialized in French macarons, the most popular dessert of the French pastries. Anagrama, obviously branding pioneers, realized that in order to emphasize the unique value if such a brand is to focus on the product itself. In this case the product is a delightful French dessert known for its beautiful colors and simple shape.
White was their primary tool for design. It was the background and every detail of the shop, to act as a cushion to the lovely macarons. Due to the colorful macarons, any other color would have clashed and absorbed the attention. Just looking at this white space gives a heavenly feeling, personally I had to stop working on this post several times.