Black Star’s new visual identity reflects the ascendance of a Sydney bakery to global cult status

(EN) Japanese illustrator Noritake was commissioned to create icons for the brand, becoming cross cultural symbols and ambassadors

(EN) Architecture by Linehouse. Photography by Jonathan Leijonhufvud.

(EN) A unique treatment of the Black Star Pastry typography defines the lifestyle category

Black Star Pastry is a boutique Sydney bakery with a loyal following, known for ‘the world’s most Instagrammed cake.’ With ambitions to elevate the brand and translate the local following to a global customer base, Studio Ongarato was engaged to create a transformational new identity that spans all touchpoints of the experience. Combining Eastern and Western influences, the brand seeks to respect tradition and heritage while defining a distinctive character and narrative. At the heart is a suite of iconic illustrations by Noritake, representing categories and a story of friendship and sharing, with typography that reflects the same personality.

Challenging conventions, the brand is able to transcend from food and beverage to lifestyle and fashion categories, enabling future flexibility and growth. From Sydney to Shanghai, the brand has become an icon, with a unique story that’s covetable and worthy of sharing as much as the product and experience.

Black Star Pastry is the fourth project the studio has delivered for its principal and creative director Louis Li, following a collaboration on his internationally awarded Jackalope Hotel brand in Melbourne in 2014.

  • (EN) Project Collaborators

    (EN) Illustraton: Noritake

    (EN) Architecture: March Studio and Linehouse