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Ask anyone, cookies never run out of fashion. Recently, however, there has been a massive resurgence in artisanal, freshly baked giant cookies boasting decadent textures and inventive flavour profiles.
Tapping into this global phenomenon is Parisian-born Vincent Brezillon, co-founder of Villain, a charming new café and cookie boutique tucked into the bustling precinct of Melrose Arch.
Because the boutique recently opened and is barely into its initial weeks of operation, we had to stop by and experience Johannesburg’s freshest cookie hotspot firsthand.
Vincent, who is married to a South African woman, has lived and worked across the African continent for 15 years within entertainment, TV (working with Discovery and Warner Bros.), sports (the NBA) and music, and has harboured a lifelong passion for food.
“I’ve been a food lover all my life and always wanted to open something linked to the food business,” Vincent explains.
To bring that vision to life, he teamed up with his longtime associate and skilled French chef, Aurélien Serugue. With over 20 years of culinary experience in top Parisian kitchens, Aurélien trained under legendary Michelin-starred chef Alain Ducasse.
“He was trained by Alain Ducasse, one of the most renowned French chefs, so I knew I was in good hands,” says Vincent.
“It was definitely a no-brainer for me, because I know what he’s capable of.”
The Name: A Play on ‘guilty pleasures’
The name Villain is a clever, cross-linguistic nod to indulgence. In French, vilain playfully describes something delightfully naughty.
“There is a French expression: when you eat something very naughty that you really enjoy, you say, ‘Oh, que c'est vilain!’ (This is villainous),”
Vincent laughs. “It’s about that guilty pleasure. Once you take a bite, you want to finish it, and you might want another one even though you know you shouldn’t. We are playing around with that idea of a sweet villain.”
French pastry techniques meet local flavours and speciality brews
Villain bridges classic American-style thick cookies with refined French pastry methodology. Each cookie is crafted to offer contrast: crisp on the edges and gooey in the centre.
While core favourites such as dark chocolate & walnut and double chocolate remain permanent staples made with rich Belgian chocolate, Aurélien leans heavily on seasonal local produce and pastry creativity.
Upcoming seasonal concepts include strawberry tart cookies, crème brûlée cookies, apple tart cookies for winter and tropical creations using fresh mango atop a vanilla cream filling. They’ve also paid homage to South African local culture by creating a Melktert (Milk Tart) cookie, featuring a molten, creamy milk tart centre baked straight into the cookie dough.
Quality flour and dairy are sourced locally, paired alongside premium speciality coffee. Villain has partnered with Bluebird Coffee Roastery from Howick, KwaZulu-Natal (voted Roaster of the Year in South Africa last year) and brought in skilled baristas to craft a beverage program that matches the food.
Beyond espresso classics, hot matcha and iced red espresso, Villain serves playful signature coffee mocktails:
- The Fridge Cigarette: A trendy concoction of Diet Coke over ice topped with a vigorously shaken espresso (shakerato), producing a velvety foam cascade.
- Coconut Americano: Fresh coconut water over ice infused with shaken espresso.
- Iced Cherry Latte: Crafted with premium French Monin cherry syrup.
Why Melrose Arch?
Selecting the right home was essential for the boutique concept.
“As Europeans, it’s a no-brainer for us to be somewhere with open foot traffic, where you can open your doors without heavy security barriers, and people can casually walk past and feel a lively, welcoming vibe,” Vincent notes. “Melrose Arch felt like a safe, supportive and vibrant place to establish our flagship.”
Fresh-in-store over online delivery
While many artisanal cookie brands launch exclusively online, Villain was determined to welcome customers into a brick-and-mortar storefront from day one.
“It was just not possible for us to only be online,” Vincent emphasises. “We want people to see how we bake the cookies. The French way is fresh. If you order online, cookies sit sealed in plastic bags for days. Our cookies are mixed and hand-crafted fresh every single morning. That freshness is our DNA.”
Having tried the pecan nut and caramel cookie during our visit, we found it to be absolute perfection: gooey, rich and decadent, paired beautifully with an iced matcha. This, matched with a friendly, youthful energy from the staff, made it feel like a welcoming space to keep coming back to.
Looking ahead
Looking toward the next 6 to 12 months, the team plans to consolidate their Melrose Arch presence, introduce catering for corporate morning events, participate in seasonal food festivals and optimise local on-demand delivery. By 2027, Vincent and Aurélien aim to leverage Melrose Arch as their central production hub to open a second boutique location in Johannesburg.
With these big plans set, one can only hope their vision comes to light, as Villain is well worth a visit.
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