The business
Mietta by Rosemary is a boutique pâtisserie in Melbourne, bringing together years of international pastry experience to create handcrafted cakes inspired by premium ingredients, nostalgia and moments of sweet indulgence.
The problem
As a new business, Mietta needed an identity that reflected the quality of its craftsmanship while telling the personal story behind the brand. The challenge was to create an experience that felt premium, distinctive and deeply connected to Rosemary's heritage.
The solution
The identity draws on Rosemary's Tasmanian upbringing, with the Leatherwood flower becoming a central brand element woven throughout packaging, signage and digital touchpoints. Paired with refined materials, elegant typography and a warm visual language, the brand creates a cohesive experience that celebrates craftsmanship, provenance and moments of sweet joy.
What I would do differently
I'd further explore how the brand story could be brought to life through the digital experience. Introducing subtle motion and richer storytelling would create a stronger connection between Rosemary's personal journey, the craftsmanship behind the products and the in-store experience.
Credit
Created at Principle Design
Responsibilities
Project Lead
Creative Direction
Brand roll-out
Project scope
Concepts and idea generation
Brand identity
Print collateral
Signage