Snapshot:
Bentwood introduces the concept of exploration to the Melbourne cafe experience, offering visitors a chance to discover something new as they journey through the reclaimed showroom space. Reflecting the rich history of the building, the interior is an intimate multi-layered space rich in depth and character that keeps the visitor intrigued and engaged.

The Objective: A brand identity and signage for a new Melbourne cafe.

The Opportunity: To create a brand identity that would unite the business with the heritage of the building (once the iconic Thonet furniture showroom.)

The Outcome: Our creative approach aligns the process of making the classic Bentwood chair with the creation of great food and coffee.
The brand direction uses the interior response as a starting point and considers how the visitor will interact with the brand as they go on their ‘Bentwood’ journey. Gold bricks laid into the floor pay homage to classic Thonet chair designs and can be discovered in random places all over the cafe floor. The identity emphasises the pulse and energy of the cafe by using stacking and layering, creating a playful, adaptable and dynamic response while also maintaining a connection to the iconic Bentwood chair.