A French writer and his tea-soaked madeleine, two Michelin star chefs and their cabinet of madeleines, a century between each story but an outcome that’s just the same, Lygon Street’s latest kid on the block, Madeleine De Proust, is creating nostalgia with crumbs and glazes.
This, the Proust Effect was the inspiration behind Ex Attica’s HyoJu Park and her chef-partner Rong Yao Soh’s new patisserie brand, Madeleine De Proust. Described as ‘a sudden and vivid memory triggered by scent and taste’, the effect became the story behind the brand name and identity inspiring colours and design details that evoke memories for Melbourne’s diversely cultured population.
But it’s not just yuzu and pistachio unlocking memories, the branded space takes influence from both 70s-style Australian milk bars and classic French patisseries with an old-school transparent strip door and checkerboard Parisian-style tiles. To further emphasise the Madeleine De Proust brand we curated takeaway packaging for permanent residency, a hero element within the store that’s visible from the streetscape and designed to be reused by patrons.
HyoJu and Rong bake Madeleines from childhood memories in Korea and from techniques learnt in the world’s best restaurants plus everything in between. This is where the brand ultimately gains its typographical and colourful influence, from the nostalgic and broad experiences that have led to Madeleine De Proust.
This project earned GOLD for Graphic Design, Identity, and Branding at the Melbourne Design Awards 2024.
