Choosing not to simply imitate the past, but instead pay homage Demel’s history of elegant packaging in contemporary ways, a unique combination of iconic Viennese architectural details, striking colours and subtle finishing formed the basis of this Winter collection for the famous K.u.K. Hofzuckerbäckerei Demel.

True to these principles, the campaign and communication surrounding this unique Special Edition collection blended cues of Demel's history with reimagined contemporary elements. A collaboration with MediumLarge Studio led to strong, bold colours contrasting with elegant silks and playful lace, and the inclusion of historical items, integral to Demel's heritage such as chocolate molds, cake stands, and silver platters.

Fairy-tale like flair was juxtaposed with Demel’s imperial history to treat the collection as high fashion items and to establish the world-famous confiserie as a force to be reckoned with in the Golden Quarter.

Katharina Gilbert

Dan Cottrell

Ben Forman

MediumLarge Studio

DO & CO

K.u.K. Hofzuckerbäckerei Demel Gmbh