LILLA SOUL — A Brand Baked with Passion. Horst Felzl, who for many years successfully ran the well-known bakery chain bearing his name, has now fulfilled a lifelong dream: under the name Lilla Soul, he has opened what is probably Vienna’s finest boulangerie. According to French tradition, only bakeries that both bake on-site and serve their customers directly may call themselves a boulangerie—and that’s exactly what Lilla Soul stands for: craftsmanship, authenticity, and soul.
Together with the architect Hannes Zieher, and with Eva and Horst, we developed the Lilla Soul brand through a series of workshops. It was an inspiring, creative process shaped by genuine teamwork and a shared vision. In the work also
You can experience the result yourself at Gersthofer Straße 58, where the scent of freshly baked bread meets carefully crafted design. Also part of the team was the renowned California-based photographer Thomas Schauer, whose work captured the brand’s spirit with warmth and precision.
Fun fact: Lilla and Soul are also the names of the owners’ two dogs—who, metaphorically speaking, watch over the boulangerie.
Naming
Logo & Corporate Design
Packaging
Graphic Applications
Website Design
(2023 – 2024)
Logo & Corporate Design
Packaging
Graphic Applications
Website Design
(2023 – 2024)
