Client: Culture Culture 2017
Description: Branding, Design
Culture Culture is a new small business based in Fitzroy, Melbourne.
Selling fermented products such as Kefir and soon Kombucha, the concept for the brand references broad design styles we see associated with home goods, cleaning products and big brand grocery items.
This visual reference aims to contrast ironically with the homemade aspect of the fermented products.
With its Espresso / Kefir milk drink, Culture Culture wanted to place itself outside of the general aesthetic of coffee beverages.
They wanted to introduce a new product to market with a sense of style and simplicity.
Client: DG Fit 2016
A sole operating personal trainer. The man behind DG Fit has almost 30 years in the industry, from surf lifesaving to traditional strength training.
The target clientele being the semi-experienced to professional athletes, DG Fit wanted to differentiate from the rest of the pack. With a sleek and minimal aesthetic we want to stand apart from the noisey visual landscape.
Get your sneakers on!
Animalier in British
(ˈænɪməˌlɪə , ˌænɪˈmælɪeɪ )
b. (as modifier) an animalier bronze
Word origin of 'animalier' from French.
Specialising in traditional animal portraiture, the client shows a wonderful call back to a more traditional take on oil painting. They service a client who wishes to immortalise their pets in the classical style of earlier centuries.
This brief called for classic typography and a colour palette referencing the tones used by painter such as Rembrandt and Vermeer.
In particular, Rembrandt's paintings are dominated by a limited selection of pigments including lead white, bone black, natural earth pigments, such as ochers, siennas and umbers.
A traditional serifed typeface has been used with careful spacing so as to give the impression of authority and tradition. Alteration has been made to the cross bars of the ‘A’, this is to reference the traditional squaring tool, a symbol of the artisan.
Offering specialty and rare instruments primarily associated with the “Rock” genre, this operation is for the serious collector.
This identity is focussed on the visceral experience. A large low-fi projection is the feature while in store at Premium Chops Co. This projection shows a looping desaturated energy billowing in from either side of frame. The desaturated palette informs the accompanying collateral.
This loop attempts to capture the same base impulse that lives deep and might make you destroy the stage let alone the guitar you’re holding.
Blume is a Hobart based musician and events booking agency.
Working closely with the business, we finalised the name and design to give a sense of investment (the bee with his sting) and subsequent growth.
Hand rendered lines and off registration of colour aid in creating an organic aesthetic - congruent with the music based market in which Blume sits.
Client: Page 27 2018
Description: Brand Identity, menu design
Sitting in the middle of the Australian desert is a little cafe called Page 27.
A favourite among the Alice Springs local and tourist crowd, Page 27 had no clear concept or direction in their identity.
The scope of the project was very limited. The client needed a clear concept to inform the logo update and menu design. No business card or other marketing collateral was required. It was stressed that they needed it to be cheap to print and without the ongoing help of a designer.
Conceptually Smith Studio called on the eclectic and chaotic aesthetic that Page 27 cafe has. Given the literary edge within the business I thought of the 'Cut Up' method developed by the surrealists and Beat Generation writers / artists such at William. S Burroughs and Brion Gysin.
The top layer of the menu is a rotating schedule of text taken from the 27th page of whatever book or text that might take someones fancy. The randomised attribution of text leads to an interaction beyond the menu items and may leave a reader with philosophical profundity or a glimpse into how to change the oil in a 1976 BMW.
These texts are printed on transparent paper and transformed simplistically and within the confines of the average word processor available to the non-designer.
Seth Henderson is vocalist and multi-instrumentalist based between Hobart, Tasmania and Melbourne, Victoria.
Seth needed a text based logo to streamline his communication and promotions across various mediums.
Seth sits musically within the ‘indie’ style. His lyrics are melancholic with plenty of metaphor. My approach was to play with ideas within the creative process.
Moving in and out of creation and completeness, tightness and space. Trying to explore the liminal space within his art through typography while remaining a practical, scalable and versatile logotype.
All photography by Justin Viney.