This year, we had the pleasure of supporting the opening of Baker Bleu South Yarra — the brand’s long-awaited home on Domain Road.

For fans of the brand (and Melbourne’s sourdough elite), this was a big moment. The original Caulfield North store has long been a destination — a pilgrimage spot for anyone serious about bread, bagels, and the joy of handmade food. South Yarra marked a bold new step: a fresh location with more foot traffic, a tighter retail footprint, and a renewed focus on elevating the Baker Bleu experience for a new neighbourhood.

Our team assisted with the online communications and social media rollout in the lead-up to launch and through opening weekend. We worked closely with the founders to craft a campaign that stayed true to the brand’s understated confidence — warm, minimal, no fuss — while still building buzz and anticipation.

Across Instagram, we developed a soft-launch content plan to tease the new site, spotlight the South Yarra team, and share behind-the-scenes glimpses of the store coming to life. Think bread racks getting wheeled in at dawn, new signage being mounted, the first bagels pulled from the oven. For opening day, we layered in stories from the queue, close-ups of new items, and thank-you posts for the community — all in Baker Bleu’s signature tone: calm, grounded, grateful.

We also assisted with Google business listing updates, key SEO tweaks for the website, and helped field early press interest (including Broadsheet coverage and plenty of loyal customers sharing their own photos of the new store).

South Yarra has already proven itself a success — with lines down the street, a killer new sandwich program, and soft serve now available Friday through Sunday (yes, the salted caramel is worth the hype).

So proud to support this one. A perfect example of how small, thoughtful digital touchpoints — timed well, written clearly, and rolled out with care — can make a big impact on opening a new site.