PROOF BAKEHOUSE
Founder: Matilda Chambers
Website: proofbakehouse.com.au
Socials: @proofbakehouse
Proof Bakehouse has always had a strong presence on Nicholson Street. With its deep orange shopfront and pale pink details, it is the kind of place people notice as they walk past and remember when they need a cake worth talking about.
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When Matilda Chambers took over Proof Bakehouse, she needed to make the cake shop feel like her own and give people a clear reason to notice and remember it. We helped her build a brand world around the business, creating a layered, seventies-inspired identity that carried through the packaging, signage and printed pieces. Matilda then brought the identity into the physical space by painting the Nicholson Street exterior, making the shopfront feel like part of the same world.
After launching, Proof Bakehouse quickly began appearing on customers’ tables and social feeds, helping Matilda’s work reach well beyond the shop. It was there that Proof caught the eye of Zoë Foster Blake, a trusted arbiter of taste whose endorsement carries its own kind of cultural currency. She later named Proof among her favourite places to order cakes in Melbourne and commissioned Matilda to bake for her.
