Client

• Melbourne Airport & Accor

Location

• Melbourne Airport

Sector

• Hotel Hospitality

• Cafe

Services

• Market Research

• Concept Development

• Customer Experience

• Brand Creation

• Logo

• Brand Assets & Style Guide

• Digital

• Print

• Packaging

• Signage

• Wayfinding

Brief

Small Holdings is a bakery café located within the Novotel and Ibis Styles Development at Melbourne Airport. Designed to offer a comforting haven amidst the bustling terminal traffic, this venue provides fresh, house-made bakery fare and specialty coffee, aimed at travellers, shift workers, and corporate guests alike. BrandWorks was responsible for crafting the strategy, concept, and branding of Small Holdings, drawing from Melbourne's renowned coffee culture and bakery scene.

Approach

BrandWorks delivered a full-service branding solution for Small Holdings, capturing the essence of Melbourne’s bakery and coffee culture within a busy airport setting. The project began with the development of a retro-modern brand design, featuring warm terracotta tones and clean typography to evoke a sense of handcrafted quality. A complete set of brand assets and a detailed style guide ensured consistency across all visual elements, from the primary logo to typography.

The scope extended beyond visual identity to include curated photography and artwork direction that showcased Small Holdings' freshly baked goods. BrandWorks also executed a comprehensive collateral rollout, designing printed menus, greaseproof paper, stickers and labels, along with branded takeaway bags and coffee cups—each reflecting the artisanal, welcoming feel of the brand.

Additionally, BrandWorks developed a signage and wayfinding package that included brand signage, counter signs, table signs, and display signage, ensuring easy navigation for customers. Each piece blended functionality with style, aligning with the brand's retro-modern aesthetic while enhancing the overall guest experience.

By covering every touchpoint, from branding and collateral to signage, BrandWorks ensured that Small Holdings stood out as a premium airport café, offering a seamless and memorable experience for travellers.

Outcome

Since its opening, Small Holdings has been met with an overwhelmingly positive response. It currently boasts a 5-star rating on Google, praised for its high-quality coffee and freshly baked goods. The brand successfully embodies the artisanal, welcoming ethos it set out to achieve, offering a convenient yet premium experience for travellers and locals alike. The thoughtful design and branding have contributed to the success of the venue within the airport’s new food and beverage landscape.