LOGO
BRAND IDENTITY
COPYWRITING
SPACE DESIGN
SOCIAL MEDIA CONTENT
POSTER / FLYER
STATIONERY
MENU
ADVERTISEMENT
PACKAGING
MERCHANDISING
Year
2026
Industry
Coffee House
Location
Mondsee, Austria
01. Introduction
A Konditorei is a traditional pastry shop and café, strongly tied to germanic culture. These establishments feature in-house seating where patrons gather to engage in a beloved local custom known as "Kaffee und Kuchen" (Coffee and Cake) - a social ritual where friends and family gather to enjoy hot beverages, sweet treats and conversation, happening any time between two and five o'clock, especially on Sundays. "Kaffee und Kuchen" is a meal on its own, as in Austria, cakes, sweet pastries and ice-creams are not usually served for dessert.
Frauenschuh Konditorei was founded in 1953 by Hans Frauenschuh and is now a 3rd generation family business located in the center of Mondsee - a small austrian town of 4.000 people that receives an estimated 300,000 to 400,000 total visitors per year, especially during summer. This makes Frauenschuh one of the few and also oldest social hubs for locals and visitors alike and it's well-known for both their local specialties and contemporary approach to typical Austrian pastry and coffee house culture.
02. First Steps
We were approached to come up with a cozy coffee house brand after the remodeling of the interior of the shop, so there wasn't much room to help the owners incorporate the brand into the space right from the start. Instead our work needed to fit the canvas and pick up from what was was already laid out for us. The interior design was relaxing and refined, using smooth curves and simple geometric forms, soft neutrals, wood tones, warm lighting and minimalist furnishings. The brand needed to be faithful to the interior's tone and aesthetics and yet still be able to be noticed and take it's own space.
03. Rebranding
The family name Frauenschuh primarily translates to "Lady's Slipper", which is a wild orchid flower, common in germanic reagions during summer. In order to target Frauenschuh's very broad customer base and because the name is innately feminine, we stepped away from the obvious flower association and decided to instead highlight elegance, softness, lightness and understated luxury - all concepts already incorporated into the space.
The brand needed to reflect the quality and legacy of the business while maintaining the coffeehouse vibe that invites everyone to come in, sit down and take a break. Since business booms during the warm seasons, it only made sense to incorporate a bit of a summer mood into it.
Because a Konditor is trained in the artistic and delicate craft of chocolate, sweet pastries and intricate decorating, this should be reflected in the logo itself. The handcrafted font we used for the wordmark allows us to take the initial F and create a simple monogram logomark that can be replicated by the konditor and incorporated into his craft as the brand's signature decoration, either through piping or molding.
04. Colors
The brand's primary colors were mainly chosen with the previously established concepts in mind, while also aiming for a light 50's nostalgia. The light soft blue makes the brand stand out harmoniously in it's physical space whithout being overwhelming. At the same time, it helps Frauenschuh's crafts stand out - be it the multilayered cakes with cream and fresh fruits, the 3 different flavor scoops on an ice-cream cone, or the variety of hot and cold beverages.
Along with the logo, the simple pattern establishes a visual hook that can be iterated with a variety of color palettes to communicate different themes, seasons and products.
Widlroither Family
OWNER, FRAUENSCHUH
