A Parisian Soul in the Heart of Melbourne.

Le Traiteur is more than a deli; it is an extension of the Entrecôte DNA—a dedicated space for the French art of 'ready-to-eat.' The challenge was to create a brand identity that felt like a timeless neighborhood institution from day one. I was tasked with translating the romance of a traditional Parisian traiteur into a contemporary Melbourne context. The scope ran across brand identity, print, and the physical environment — from logotype through to packaging and signage. The identity centers on a balance of classic typography and a refined color palette, designed to sit comfortably alongside artisan terrines, rotisserie meats, and curated wines. It is a brand built on the idea of 'the elevated everyday'—bringing the ceremony of French dining into the home.

Client Zoe Ladyman & Nick Creswick
Art director Caroline Löfgren
Year 2010

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