Seddon Deadly Sins has been a fixture on Victoria Street since 2003 – long enough that generations of locals have grown up on breakfast dishes named after the seven deadly sins, served from a menu printed inside a repurposed Little Golden Book. That’s a lot of personality to carry online without flattening it into another generic cafe website.
AX Digital partnered with Seddon Deadly Sins, founded by Chris Gooden and Simon Armstrong, to build a site that could hold onto two decades of character – the good room, the walled courtyard, the Young Street parklet – while still doing the practical job of getting people through the door and taking function and catering enquiries.
A website that captures 20+ years of Seddon Deadly Sins' personality and local reputation, while making it genuinely easy to book a table, enquire about functions, and find opening hours.
- Carry a distinctive, decades-old brand identity online without diluting it into a generic cafe template
- Make booking a table, enquiring about functions, and ordering takeaway genuinely simple
- Showcase the different dining spaces so visitors know what they're walking into
- Keep the site easy for the team to update themselves
Rather than design around cafe website conventions, we built around what actually makes Seddon Deadly Sins distinctive – the golden book menu concept, the deadly sins theme, and the range of spaces on offer. The goal was a site that reads like the cafe itself, not like a template with the cafe’s name dropped in.
Web Design
A characterful, photography-led design that reflects two decades of brand personality rather than a generic hospitality template.
Web Development
A fast, mobile-first WordPress build with straightforward booking, function enquiry and takeaway pathways.
Website Maintenance & Support
Ongoing support so the site keeps pace with a genuinely busy, always-changing cafe.
Web Design
Protecting Two Decades of Personality
A cafe with this much established brand identity risks losing it the moment a generic template gets involved. We built around:
- Photography that shows the actual spaces – the good room, the courtyard, the parklet – not stock cafe imagery
- Visual language that reflects the golden-book, deadly-sins concept without overdoing the gimmick
- A clean structure that still gets out of the way of 20+ years of reputation
Web Development
Built for a Genuinely Busy Cafe
A cafe that’s been running since 2003 doesn’t need a flashy site – it needs one that just works, every day, for bookings, functions and takeaway. We built with:
- Fast, mobile-first performance for people searching on the way past
- Clear pathways for table bookings, function enquiries and off-site catering
- Simple content management so the team can update hours, menus and specials themselves
Website Maintenance & Support
Keeping a Local Institution Running
AX Digital manages core and plugin updates, performance monitoring, security, and technical support, so the team can focus on the cafe rather than the website.
Seddon Deadly Sins didn’t need reinventing – it needed a website that finally matched the reputation it already had. Two decades of Victoria Street history, several different ways to sit down, and a menu that’s genuinely part of the story, all in one place online.
Seddon Deadly Sins is based in Seddon – one of several inner-west suburbs where AX Digital works with real local hospitality businesses.