Katharina Gilbert and Dan Cottrell unpack their updated identity for Vienna’s prestigious Demel

The K.u.K. Hofzuckerbäckerei Demel, a traditional Viennese coffee house and patisserie, is rich in history and cultural significance. Founded in 1786 and relocated to the ‘Palais am Kohlmarkt’ in 1888, Demel was frequented by aristocrats and royals; Empress Elisabeth also had Demel confectionaries delivered to the palace. An emblem of Vienna’s vibrant ‘Kaffeehauskultur,’ Demel has served as an extension of the living area for its patrons. Its allure lies not merely in its flavorful coffee and Sachertorte but also in the opulent, glamorous ambience it offers. In a city like Vienna, where confectionery standards are placed on an exceptionally high pedestal, Demel has remained steadfast in its commitment to crafting indulgent, skillfully prepared cakes from time-honoured recipes. This heritage is deeply woven into the fibre of its identity. With an eye to the future, London-based graphic designers and art directors Katharina Gilbert and Dan Cottrell were tasked with leading the research, art direction and design for the brand refresh of this prestigious client, preserving this rich heritage while modernising and digitising the brand for the post-pandemic world. “Demel has a history of balancing innovation with tradition and it was super important to us that we adhered to this throughout the branding process,” Gilbert explains. To strike the right chord between preserving Demel’s charm and bringing it up to date, the team dove into Demel’s history and its place in Viennese culture. They gathered insights from customer surveys and interviewed both stakeholders and staff. And as they dug deeper, it became clear how much Demel means to both locals and visitors. So, they took care not to sway too far from the magical Kaffeehaus that people hold dear in their hearts.