2024 Gallery
Winner: Best Identity Design
Principle Design for Madeleine De Proust
253 Lygon Street
Carlton, VIC
Michelin-starred chef Hyoju approached us to create a brand identity for her unique bakery. We developed the brand strategy, identity, naming, website, packaging, and signage for Madeleine de Proust, inspired by nostalgic French flavours with Korean nuances, ensuring a sophisticated yet contemporary aesthetic that stands out in a competitive market.
Jury Citation
Madeleine De Proust has been awarded Best Identity Design for its strikingly simple yet powerful brand execution. This design excels through its clarity and sophistication, effectively capturing the essence of the product while standing out in its category.
The jury loved the elegant use of ribbon and embossing in the collateral, which together create an expectation of quality. The integration of these elements with the clean, understated logo and font makes the packaging not only visually appealing but also highly functional.
The identity design is remarkably successful in its minimalism. The choice to forego excessive touchpoints and focus on a strong, cohesive presentation through packaging and signage underscores the brand's confidence. Each element – whether it’s the embossed detail, the ribbon or the packaging itself – can stand alone, demonstrating a well thought out approach that resonates strongly with its audience.
Madeleine De Proust's branding achieves a perfect balance between elegance and modernity, conveying both a sense of luxury and approachability. The brand's ability to communicate its message without need for additional explanation is a testament to its effective design strategy and showcases how a thoughtful approach can deliver exceptional results in identity design.
