Breadcetera is a new-to-world neighborhood cafe and marketplace in Malvern East, Melbourne from the team at Wine Bay Hospitality Group. Blurr Bureau worked on everything from market research and naming, through to visual identity that can be found across every touchpoint in the store. Food packaging, custom coffee cups, gift wrapping, pastry boxes and other small moments of delight. Blurr also dreamt up the iconic tile design found on the front counter. For launch, Blurr also supported on social media assets to drive excitement for opening weekend.

Intro:

Breadcetera is a Melbourne-based, neighbourhood marketplace built to nourish the curious. From fresh pantry staples to exotic provisions, Breadcetera keeps local cabinets stocked with the best of what they need + things they never knew existed.

The Blurr:

Blurr was tasked to transform an empty storefront into an upscale marketplace for rapidly expanding Australian hospitality company, Wine Bay Group. Known for their restaurants, how might the group expand their relationship with patrons beyond special occasions to become a part of their everyday lives? What does a community of sophisticated foodies need that they don’t already have?

The Clarity:

More than a marketplace, Breadcetera is a love letter to the art of gathering. Whether grabbing a coffee, planning a picnic, or preparing a dinner party, stepping inside offers sustenance with a story—delivered fresh, daily. With curated shelves and restaurant-perfected hospitality, the brand triples down on the groups undeniable bread and butter: fostering genuine connection through a shared love of food. Breadcetera: Break Bread, Make Friends