Brand storytelling in hospitality was the heart of a workshop I had the privilege of speaking at in May, organised by Mathilde Delatte as part of Melbourne Design Week, one of Australia’s leading creative events celebrating design across all its forms. The sessions took place on the 18th and 19th of May 2026, hosted by the wonderful To Be Frank Bakery, a venue that felt perfectly chosen for the occasion. Lauren and her team had prepared a pastry for each guest, and there was something quietly meaningful about that: a brand that tells its story through every detail, setting the scene for an event about exactly that.
I’ll be honest when Mathilde asked me to join as a speaker to share my experience in marketing and communication in the hospitality market, it was a first for me. I’m usually the one behind the scenes, encouraging others to share their story, asking the questions. Being on the other side the one people were listening to was a real challenge. But saying yes was one of the best decisions I made this month. Here are my takeaways:
Design is the foundation
Design and branding aren’t decoration. It’s the infrastructure a brand is built on. Lauren from To Be Frank is a perfect example. When she invested seriously in her branding, she saw a real and tangible difference in revenue. Looking back, she told us she would have done it earlier, not because it looks nice, but because it makes everything easier. Good branding gives structure, holds all the pieces together, and makes every decision that follows more intentional.
Branding is key to increase word of mouth
The second takeaway was about increasing word of mouth, which still remains one of the most powerful forces in hospitality. A clear, consistent brand doesn’t just live on your walls or your website. It travels. When someone brings your product to a dinner party, your packaging speaks for you. People see the name, taste the food, and know exactly where to go when they want that experience again. That’s not accidental. That’s branding quietly doing its job, long after the moment of purchase.
Strategy only works when it's built on the right foundations
The third point was perhaps the one I feel most strongly about. Brand storytelling in hospitality is only efficient when it has a genuine understanding of who the brand is for, what it stands for, and where it wants to go. Every business is different, and there is no one-size-fits-all solution. When people say AI can replace that process, I disagree. AI works from what already exists. Your brand should be a unique and timeless reflection of your business, and that requires human insight, not a template.
What I'll remember most
After the workshop, I had the chance to speak with restaurant owners, wine importers, designers, and marketers, all navigating the same questions from very different angles. A room full of people who care deeply about their craft has a very particular energy, and I left with a lot to think about.
A special mention for To Be Frank Bakery, the pastries were exceptional, but what struck me even more was Lauren’s genuine passion for what she does. It shows in every detail. If you haven’t visited them yet, that’s something to fix soon.
And Mathilde, thank you. For creating a space where these conversations could happen and for trusting me to be part of it.
Ania