Patisserie rebrand brings to life unique product and drives brand growth

Vienna Patisserie Window

Truly Deeply is excited to share the new look Vienna Patisserie, a unique fusion of traditional European cakes and pastries with a modern Australian twist.

From one small cake shop in Kew, the rebrand has helped Vienna Patisserie secure a new store in Canterbury’s prestigious Maling Rd. Vienna Patisserie is now set to expand across Melbourne and beyond.

Originally from Austria, Vienna’s head pastry chef has lead teams of pâtissiers in five star hotels across Europe and Asia. Now, with team of Aussie pâtissiers he has crafted a decedent selection of fine European breads, bagels, authentic Austrian breztels, cakes and cookies, as well as some hearty Aussie pies and sausage rolls.

With unique and high quality product, Vienna Patisserie had built a strong reputation for their signature European cakes, breads and pastries. They knew they had something special when customers were driving across town, to visit their store in Kew.

However, their previous brand was letting them down. The old logo was generic and didn’t represent their premium product or Viennese heritage.

Patisserie, Bakery, Cake shop, branding
Brand shift: The previous and new brandmarks.

Truly Deeply’s brand work for Vienna Patisserie builds on their head pastry chef’s Viennese heritage and the brand’s home in Melbourne. The result is a modern and sophisticated brand for foodies and those craving the Austrian patisserie experience.

Distinctive and scalable, the brand is deliberately designed to stand out from the major chains as well as the plethora of local cake shops and bakeries across the city and beyond.

The new brand identity is inspired by work of Gustav Klimt and the Vienna Secession. In particular, the use of strong and repeating geometric shapes provided a strong basis for a unique identity system for Vienna Patisserie.

A simple, yet intricate pattern not only forms the brandmark but a highly flexible and powerful visual language with a strong nod to Vienna but also the brand’s home in Melbourne.

A striking and rich colour palette of gold, black, white and dark browns enable the brand to be dialled up for more premium gifts such as cake boxes, instore graphics and signage, or paired back to provide understated yet practical bags for breads and pastries.

Vienna Patisserie has two stores in Melbourne’s eastern suburbs with plans for more stores in the future. Their current stores are located at Maling Road Canterbury and High Street Kew East.

Find out more about Vienna Patisserie here.

See the full case study here.

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