Thelma’s

As part of the revitalisation of Cavill Lane in Surfers Paradise, we were engaged to create a brand for Thelma’s, a new bakery located within the laneway. The challenge was creating a brand that would capture the attention of passers-by and foot traffic, while also considering the application of the brand on takeaway packaging in order to promote the name. Additionally, Thelma’s wanted to prominently feature its delectable bakery goods through photography on its online platforms. Our approach was to adopt a retro and minimalist style, with the aim of letting the bakery’s photography take centre stage. Drawing inspiration from a cooling wire rack commonly used by bakers, we used a grid background for the design. We kept the colour palette simple; black and white and to add a playful touch, we also created additional brand marks and stickers that can be mixed and matched with the logo across various marketing materials. These eye-catching design assets grab customers attention and help promote the food and drink options available at Thelma’s.