Demel: Brand Identity

May 2024

The brand identity project for Demel translates the history of the Viennese confectionery house into a contemporary luxury framework. The design system pivots around the refinement of the brand’s imperial double-headed eagle crest, applying a consistent gold and off-white palette across digital and physical touchpoints. Graphic designers Katharina Gilbert and Dan Cottrell lead the visual language, which spans custom takeout packaging, minimalist product photography, and ornate illustrative motion graphics. The project integrates traditional typography with clean vector assets, creating a cohesive aesthetic that bridges archival heritage and modern commercial art direction. Photography by Sofia Kabelka documents the brand in both studio and street settings, utilizing natural light to emphasize refined metallic textures and material details. Supporting this identity, web development by Propeller integrates the visual suite into a digital experience that showcases the brand’s confectionery craftsmanship.

Commercial, Clean, Horizontal