Publique

Publique is a conceptual brand refresh that explores the gap between how a bakery is intended to be perceived and how its visual identity is currently experienced. Situated within Melbourne’s competitive bakery scene, the project responds to inconsistencies across touchpoints, where unclear branding weakens recognition and fails to fully communicate the brand’s identity. While Publique offers high-quality, French-inspired baked goods with a contemporary twist, its current identity does not fully convey its innovative craft, resulting in a disconnect with a younger audience. The project repositions Publique as a modern local bakery that balances French heritage with a more contemporary, cosmopolitan visual language. Two outcomes were developed, both using a refined typographic system, warm palette, and strong imagery that highlights either the baking process or the pastries themselves, creating a more elevated, editorial feel. Supported by a structured design system across digital and physical platforms, Publique demonstrates how brands can evolve their identity, turning everyday baked goods into a more cohesive, design-led experience.