This July saw the opening of a new pastry shop in the heart of Santa Monica Boulevard! Fruute is a mouth-watering concept store that creates a variety of colourful and intricately designed tarts using only the freshest ingredients. These bite-sized tarts are all made from scratch and flavours change over the season. In addition to their classic flavours of fruit toppings and nuts, they have also come up with flavours for the curious like black pepper and wasabi.

These desserts inspire on so many levels beyond food. Ferro Concrete, a US based branding and design studio is responsible for this mini tart revolution. The minimal yet whimsical branding system is seen across Fruute’s company collateral, from store design right down to each individual pastry.

These tarts are so precious to look at, we wish we could also taste. We are hoping any of you LA goers could taste for us and send us your feedback!

http://www.fruute.com