Pastries by Adrian Frutiger
The Tastes
Frutigerlicio
Light echoes of italic splashed across a gridded backdrop.
Universia
Pride’s prickling x-height left to dwindle on your lips.
Serifean
Six dimensions of slithering serifs in one.
Avenir Blanc
The nimble, nutty indulgent stroke favourite.
Pamphlet :
Longer pastry descriptions:
Frutiger font – ‘Frutigerlicio’
This sans serif Frutiger Pastry is baked for a long time. The duration in the heat gives it the bold appearance which one can hardly resist when walking by - that can be seen from a mile away. This is because of the clear, distinct properties which make it bold at any magnitude. We bake these in many sizes, and each is just as delicious as the other. First time out the oven in 1976, and named Roissy to begin with, the plump pastry quickly became the headline and direction for pastries to come.
Most people enjoy a Frutiger pastry at the airport and it has become quite a tradition among Swiss families at large.1 The phyllo packaging encompassing distinct, clear flavour of hazelnut and red wine, has also become popular as a pastry to enjoy at a coffee shop whilst paging through a glossy magazine or booklet. The bold and easily recognised pastry staple. Seen to be munched at airports and by people paging through glossy magazines in coffee shops. These plump pastries are positioned for display with an even gap between each. This ensures the air streams through the sides of the pastry, keeping the plumplings thick and ready for action.
The apertures are wide within the phyllo sections resembling some of the vowel sounds. A distinct feature being the ‘X’ which is placed on every pastry. The height of this ‘X’ pushes all boundaries and makes a statement, as the Frutiger pastry has been said to do. Clear tastes, reliable smells, and usually eaten during sunlight hours.
Informative, non-metaphoric footnotes:
1. Adrian Frutiger designed a sans serif typeface called Roissy around 1968. It was named after the location of the Charles De Gaulle airport where this font was used for all signage. The name was later changed to Frutiger.
Univers – ‘Universia’
Said to be one of the greatest pastry achievements of the second part of the twentieth century. A pastry which has a heavy weight, but is a crowd-pleaser, suitable for most taste requirements. There’s a chilled elegance about it, making it light on the tongue and a dear to swallow.
Universia is also topped with a grand ‘X’ – the height of this ‘X’ somewhat lower than that of our Frutiger pastry. This pastry is a stand for fluidity and has quite a “bounce” in its taste. Rather energetic, the little puff. This making it quite different from the sturdy, more geometric pastries of the older time. And different is good. Always good.
This is a pastry which prefers to be served on its own, with the rare exception of one or two other serif plumplings. Our chef Adrian Frutiger recommends serving this Universia with a bite of the Baskerville² baked treat. A formidable combination indeed. Although our lovely Universia is of Swiss derivative, there is room to boast of its very, very French heart.3 J’adore.
Informative, non-metaphoric footnotes:
2. The Univers font was said to mix well with the more transitional serif font such as Baskerville. Rather this than other sans serif fonts.
3. Allen Haley’s words when speaking of the Univers font, “Think of it as a Swiss design with a French heart. As its weight increases, this personality becomes more apparent. The slight (but clearly visible) contrast in stroke weight, subtle angularity, and just the smallest hint of calligraphic brush stroke make Univers a typeface with a twinkle in its eye."
Avenir – ‘Avenir Blanc’
Avenir Blanc is part of the sans serif family. Crumbly and delicious because of the time it has spent toasting in the oven. Roasting and becoming all toasty for its purpose.4 The intention of allowing total and utter enjoyment. A puff pastry pandemonium creating fantastic movements. A more geometric food type with a clear mould, although each pastry does have its own unique shape and positioning. Of course. Their spot and contribution in making this pleasure we call Avenir Blanc an experience every time.
The pastry, as one could gather from the name, definitely has a noteworthy cheeky side. Adrian Frutiger has blatantly put it out there that it is his favourite and best work – a point which Blanc certainly doesn’t feel shy to boast about. With the kind of confidence this puffle of pastry has, one would think it came from an eccentric, extroverted background. Just the opposite might I add.
Frutiger created this one in complete isolation. Peace and quiet. He even referred to it as the stamp of his personality. Now that’s worth a cha cha slide.
Informative, non-metaphoric footnotes:
4. “Avenir” is the French word for “future”. This pastry, as with the font when created, had to be created to perfection so that it could be ready for the future. The forefront of the future.
Serifa – ‘Serifean’
It began in the nineteenth century and was revived in the twentieth. The name of this pastry rolls off the tongue with more articulation than the last few hints of dew on a soft petal in the early morning. The cool, subtle liquid provides nourishment for the plant, and so Serifwa feeds the human need for simple, loving pastry.
This may be surprising, but Serifean is actually a deeply elegant and simple puffling. The epitome of motherhood and compassion. With its six dimensions made from layers of wafer thin pastry5 – it is not just good to look at (salivation overload), but a jumping joy to eat too. Adrian Frutiger designed this pastry true to the Egyptian style6, and so it would not be strange to walk about the old pyramids and notice the art in an entirely different way.
A few boxier caps are implemented within this pastry, and the ‘X’ on top looks as if it is in a deep squat. Here making us remember that balance is often the key to life. Serifwa.
Informative, non-metaphoric footnotes:
5. The Serifa font has six weights.
6. Serifa is a representative of the slab serif or Egyptian style.
Description:
Frutigerlicio, Serifean, Universia and Avenir Blanc – the glorious fonts propagated by the late Adrian Frutiger. In celebration of his life and the time dedicated to creating beautiful, timeless type, we introduce the pastries.
Welcome Serifean, Avenir Blanc, Universia, Frutigerlicio: each resembling the history and qualities of the lovely font represented. Before Frutiger found his heart lost within the creation of font and their corresponding families, he aspired to be a pastry chef. A great one. Inspired, and a warm interest in food, we believe this would have been his alternate pathway. These thoughts guided us in putting forth a box of pastries we believe would have been created had Frutiger followed this dream. And what a pathway.
For you, Adrian.
