Institution of Vienna cafe culture, Cafe Landtmann, have partnered with local design studio Lucy.D to explore the impact design can have on cake decorating. The cafe's management tasked designers Karin Santorso and Barbara Ambros with the brief of finding a new way to allow their customers to order custom-decorated cakes whilst avoiding the possibilities of their brand being tarnished by potential clienteles' kitsch creations.
The results of the collaboration saw the designers turning the pastry chefs impressive array of decorative skill—from icing cutting to stamping to spray 'painting'—into a considered and decidedly minimal system of cake creation. The designers proposition would allow customers to choose the size and taste of their cake and then select from a number of simple decorative options all in a branded palette of colors. It's basically NikeID for cake.
Sam Dunne is a designer, strategist and writer based in London. Sam is founder of design strategy agency Cohere and Contributing Editor at Core77—reporting broadly on design, technology, food and object culture.