New Logo and Identity for Demel by Katharina Gilbert, Dan Cottrell, and In-house

Established in 1786, Demel is one of the most famous cafés and pastry shops in Vienna, Austria, serving some of the country’s finest cakes, chocolates, and sweets. Originally founded by Ludwig Dehne as Dehne’s Confectionery, it was appointed early on as a Purveyor to the Imperial and Royal Court of the Austro-Hungarian empire and has kept its designation, k.u.k. Hofzuckerbäcker — k. u. k. stands for kaiserlich und königlich (“imperial and royal”) and Hofzuckerbäcker Google-translates to, adorably, “Court sugar bakery” — to this day. The business stayed in the Dehne family until 1857, when it was handed over to former apprentice Christoph Demel and changed the name ten years later. In 1888, after nearly 100 years of being across the former Royal & Imperial Hofburgtheatre in