WHERE THE GOLDEN BUMP MAKES ITS REVOLUTION.
THE MADELEINE 2.0.

MA2LEINE is the madeleine of yesterday given a fresh breath of life. The pâtisserie icon goes urban, with a bold design inspired by street art, shaking up the codes while keeping the essentials: the childhood aroma, the golden bump, the unmistakable softness.

Born from a challenge between a father and his daughter, the adventure is rooted in strong artisanal values: local production, natural ingredients, zero additives or preservatives. The goal is clear, to win over a visual, connected generation while staying true to lovers of authentic taste.

The “pati’street” universe unfolds through impactful branding and colourful packaging, inspired by graffiti and urban codes, designed as collectible pieces that mark the seasons and host collaborations with pastry chefs. From benchmarking to graphic design, every detail, typography, colour, illustration, works to make MA2LEINE a signature that is both indulgent and contemporary.

One madeleine may hide another… but this one never goes unnoticed.

‍