The Whole Concept: Zumbo

Zumbo is the creation of the Australian pâtissier Adriano Zumbo who became famous in 2009 after his guest appearance on the Australian version of MasterChef (Stangl). As “a self-confessed sweet tooth and chocolate addict” (The Star Pty Ltd, p. 2) he is Australia’s favourite pâtissier and is “aiming to ‘caramelise’ the nation” (The Star Pty Ltd, p. 2). There are currently 7 Zumbo stores located nationwide, The Star (Sydney), Rozelle (Sydney), South Yarra (Melbourne), Balmain (Sydney), Waverley (Sydney), Emporium Melbourne (Melbourne) and in The Queen Victoria Building (Sydney) (Zumbo, 2015) (see Figure 1). I, sadly, have never eaten a Zumbo product due to my anaphylaxis (to nuts), however, I always enjoy looking at them when I pass by a Zumbo.

Figure 1: Zumbo Store at the Sydney QVB (Zumbo, Unknown)

The brand has a unique feel about it that makes you feel like each product was created out of a real love and care for desserts. Each product has a distinctive look about it and almost looks too good to eat (see Figure 2). They also combine unusual and interesting combinations to allure customers. I could not work out what it reminded me of until I read what IDEA Awards (2012, p. 1) had written about his ‘new’ store inside of The Star, “This fun, colourful and slightly kooky fitout was inspired by the boardgame Mouse Trap and owes much to Zumbo’s hero, Willy Wonka.” After reading that it clicked and I realised that the Zumbo brand reminds of Willy Wonka’s brand in the movie Charlie and the Chocolate Factory. The designs of their desserts and their packaging are bright and fun and so follow this Willy Wonka-like theme. Their packaging is very simple and clean looking (just simple colour/white cardboard boxes). 

Figure 2: Zumbo Desserts (2 Hungry Guys, 2015)

Each of Zumbo’s 7 stores is unique, and yet, you know they’re a Zumbo (mainly due to the fluorescent pink sign that reads ‘Zumbo’). Although I have only been to two stores (the one inside the QVB, which is more of a pop-up stall in the middle of the building’s walkway, and the store inside of The Star) I enjoyed both immensely, the colours and styling were inviting, and if I could eat something I’m sure it wouldn’t have disappointed. Zumbo utilises lots of bright and rich colours mixed with a modern design look. These stores all give a sense of the brand being modern, sophisticated and yet still keeping a sense of fun.

Figure 3: South Yarra, the first Zumbo store to open in Victoria (Zumbo, Unknown)

Bibliography:

2 Hungry Guys. (2015, 1 18). Zumbo Patisserie, The Star & Sydney QVB. Retrieved 10 1, 2015, from 2 Hungry Guys.

Niche Media Pty Ltd. (2012). Adriano Zumbo. Retrieved 1 4, 2015, from IDEA Awards: http://www.idea-awards.com.au/2012/adriano-zumbo/

Niche Media Pty Ltd. (2012). Adriano Zumbo Patisserie. Retrieved 1 4, 2015, from IDEA Awards: http://www.idea-awards.com.au/2012/adriano-zumbo-patisserie/

Niche Media Pty Ltd. (2014). Adriano Zumbo Patisserie. Retrieved 1 4, 2015, from IDEA Awards: http://www.idea-awards.com.au/2014/adriano-zumbo-patisserie-3/

Stangl, D. (n.d.). ADRIANO ZUMBO. Retrieved 1 4, 2015, from The Loop: http://www.theloop.com.au/DimitriStangl/portfolio/adriano-zumbo/79781

The Star Pty Ltd. (n.d.). Adriano Zumbo. Retrieved 10 1, 2015, from The Star: Sydney: http://www.star.com.au/sydney-restaurants/the-chefs/Pages/adriano-zumbo.aspx

Zumbo. (2015). Locations. Retrieved 10 1, 2015, from Zumbo: http://adrianozumbo.com/locations.html

Image Sources:

Figure 1: Zumbo (Unknown). Zumbo Store at the Sydney QVB [Zumbo Store at the Sydney QVB] Retrieved from: http://adrianozumbo.com/locations/qvb-kiosk.html

Figure 2: 2 Hungry Guys (2015). Zumbo Desserts [Zumbo Desserts]. Retrieved from http://2hungryguys.com.au/2015/01/18/zumbo-patiserie-star-sydney-qvb/

Figure 3: Zumbo (Unknown). South Yarra, the first Zumbo store to open in Victoria [South Yarra, the first Zumbo store to open in Victoria]. Retrieved from: http://adrianozumbo.com/locations/patisserie-melbourne.html