Vienna Patisserie has been operating from a small shop in East Kew for five years. A local favourite, the bakery is known far beyond the local area with many people travelling across Melbourne to try their famous cakes and breads.

The owners had ambitions to grow the brand and set up new stores. However, they realised while their product was highly sought after, their brand was letting them down. The previous brand was very generic and didn’t represent their high quality product or Viennese heritage.

With a new store opening in the prestigious Maling Road precinct, it was the perfect time to significantly elevate the brand.

Below: Before and after, comparing the brandmarks.

A unique fusion of Austrian-Australian pâtissiers, the brand builds on its head pastry chef’s Viennese heritage and its 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 bakery brands across the city and beyond.

The 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.

We created a simple, yet intricate pattern that 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.