Key Message:
The re-imagining of a cultural icon.

Scope of Works:
Art Direction
Brand Identity
Digital Design
Creative Strategy
Graphic Design
Livery Design
Print Design
Gabriel is a destination; a bright, vibrant space that is welcoming and homely – a place equal parts familiar and surprising. It’s a celebration of the past and future, and ingrained within its fabric are countless special moments, meals, memories and macchiatos.

The Objective: A refreshed brand identity for an iconic Melbourne cafe.

The Opportunity: To reactivate and reinvigorate one of Melbourne’s cultural cafe icons. Previously named De-Clieu, the cafe had changed hands a number of times and had lost its way. A new owner, a revitalised vision and menu energised the ambitions of the project.

The Outcome: Our creative execution harnesses elements of the past (those that worked) and sought to recapture the essence and lifestyle of the local clientele (Fitzroy) through a familiar yet playful design execution. The menu - a distinctly ‘Melbourne’ twist on French cuisine - served as the perfect creative starting point for both interior and graphic design. Understanding the importance of the synergy between the two, Pop & Pac encouraged the client to bring Flack Studio (interior design) onto the project. The partnership allowed for a compelling yet integrated holistic brand vision to be realised, where the brand was inspired by vintage European fashion and interiors that are 50’s Milano revisited.
Printing (Collateral) by Gunn & Taylor
Printing (Packaging) by O'Kelly Group
Photography (Environment) by Sean Fennessy
Signage Production by Premier Graphics
Interior Design by Flack Studio