Image Credit : Michael Gardenia
Project Overview
Madeleine de Proust is a unique patisserie in Carlton, specialising in baked madeleines inspired to evoke memories and nostalgia. Combining traditional French techniques with Australian and Asian influences, the menu offers a familiar yet innovative culinary experience reflecting Melbourne's multicultural charm.
Founded by Hyoju Park and chef-partner Rong Yao Soh’s, whose passion for pastries began in South Korea and was honed at renowned institutions in London, Seoul, and Melbourne, Madeleine de Proust aims to create madeleines that bring joy and evoke cherished memories.
Project Commissioner
Project Creator
Team
Creative Director: Sash Fernando
Designer: Hakim Bogarts, Sharna Jones
Content: Bella Hume
Client: HyoJu Park, Rong Yao Soh
Photographer: Michael Gardenia
Management: Principle Design
Architect: IF Architecture
Project Brief
Michelin-starred chef Hyoju approached us with the idea of opening a bakery. Recognising the exceptional talents of her and sous-chef Soh, we knew this concept warranted serious attention and had to be unique. During a strategy session, their passion for madeleines became evident. With a wealth of ideas and flavours inspired by French cuisine with Korean nuances, the concept for Madeleine de Proust was born.
We delved into the story behind their inspiration to find a name that matched their story, passion and talents. "Madeleine de Proust" draws from a French expression describing sensations that evoke childhood memories or emotional nostalgia. We aimed for the brand to reflect this sense of nostalgia while staying contemporary.
The brand identity and visuals highlight the distinctive shape of a madeleine, subtly incorporating it into the design and packaging. We emphasized the curves and form of the madeleine, paired with a bold, modern font to create a sophisticated yet nostalgic aesthetic.
Project Innovation/Need
With the Proust effect in-tow, the inspiration triggered by scent and taste became the story behind the brand name and identity, inspiring colours and design details that evoke memories for Melbourne's diverse population.
The branded space (credit to IF Architects) takes influence from both 70s-style Australian milk bars and classic French patisseries with old-school transparent strip doors and checkerboard Parisian-style tiles. To further emphasise the brand we curated bold signage inside and on the store-front, plus takeaway packaging for permanent residency, a hero element that’s visible from the streetscape and designed to be reused by patrons.
Design Challenge
Given Melbourne's bustling hospitality and bakery scene, we needed to ensure this project stood out from the competition. We helped the client discover their niche and bring it to life amid a competitive market of artisan bakeries. By emphasizing their unique fusion of French and Korean flavours and focusing on madeleines, we differentiated their brand.
Our comprehensive strategy, including market research and design positioned the brand to stand out and gain the recognition it deserved.
Effectiveness
Starting by selling their madeleines on Instagram, they have grown their online presence to over 14.1k followers and now operate a beautiful and highly successful store on Lygon Street, Carlton. This success has enabled them to expand their exquisite range of offerings, unique flavours and incredible madeleines.
Madeleine de Proust has also garnered attention from major names in the hospitality industry, including Broadsheet, Time Out, and Good Food.
Graphic Design - Identity and Branding - Food
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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