Joseph Brot is an urban, modern bakery located in Vienna, Austria, with a focus on traditional craftsmanship, as well as regional and seasonal ingredients from organic farming. Established in 2009, Joseph Brot has also made international headlines. Apart from a small store offering fresh bread and pastry in Vienna‘s city center, another offshoot located smack dab in the middle of one of the city‘s most thriving shopping areas awaits its customers with its very own adjacent bistro. Adding to its core business of bread and the bistro, Joseph opened a fine patisserie and over the past few years has built up a loyal clientele.
For the opening of Joseph‘s third outlet in Döbling, Vienna‘s elegant district marked by its many mansions, creative agency “Dvorak trifft Schwab” developed a distinctive campaign and implemented a soft relaunch for all communications – for the very first time, shots of people also find their way into Joseph‘s imagery. The staff deliberately strikes poses as they would for a fashion feature in order to set the campaign apart from competitors relying on very traditional ways of communication.
Natural authenticity, calmness and style, beauty and a sense of humor are the distinguishing features of the new design. The entire campaign centers around Joseph‘s core values, his products, his USPs and his uniqueness. Humorous headlines, short stories and a gentle nude coloring – derived from the architecture of the shops – add to the reduced design. The new website was modeled after the appearance of design magazines, fashion labels and art museums: http://www.joseph.co.at (in German only) The new look is light, modern, generous and confident – an unusual and striking concept that is certainly an eye-catcher – and a guarantee for increased recognition!
Idea & Creative Concept: Dvorak trifft Schwab
Art Director: Martin Dvorak
Copywriter: Florian Schwab
Photography (People): Marcel Koehler
Photography (Food, Architecture): Cathrine Stukhard
Architect: Thomas N Pauli
Client: Joseph Brot (Josef Weghaupt, Tristan Hanzl, Karolina Mandatova)
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