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What happens when a company’s name no longer covers the breadth of their work?
Local non-profit AccountAbility Minnesota came to us to help rebrand their organization after many successful years providing high quality free tax preparation and financial services to individuals and families of limited means.

Their many passionate and savvy volunteers and staff had begun pursuing a broader focus: “improving the overall financial well-being and futures of low- and moderate-income families.” They wanted their branding to clearly reflect their expanded vision while making sense to the many customers and volunteers who prepare taxes.

To find the right balance, Zeus Jones worked to understand everything we could about the nonprofit. Through work sessions, moodboarding workshops and interviews with customers, we landed on a new name and branding that felt right for the organization. In the meantime,Zeus Jones had the pleasure of working with some of the nicest and brightest people in town.

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Doherty Design Studio is a renowned Melbourne interior design firm led by Mardi Doherty (formerly of Doherty Lynch). To celebrate this exciting business launch, AFOM were asked to rebrand the company to reflect Mardi’s tastes which include the unexpected, and ideas with humour and tactility. The brand identity revolves around shapes which playfully suggest the idea of three dimensionality, alluding to their work as interior designers working with ‘interior spaces’. Custom lettering featuring tilted details was drawn to match the angles of the shapes.

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No. Six Depot is a family owned, small-batch coffee roaster and café nested in the beautiful Berkshires. Located in a historic train station on 6 Depot St, they serve teas, salts and coffee from small farms and roast on location. Their identity juxtaposes a mix of unique rural and modern elements — drawing inspiration from their own backyard railroad and unique approach to keeping it simple and making it true. Designed by Perky Bros.

Photography: Jennifer May

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Waffee is a Melbourne based chain specialising in authentic Belgian waffles and coffee. A Friend of Mine created a logo where the Waffee lettering is incorporated into the waffle griddle iron pattern, to produce a concise, simple marque. To provide warmth and approachability, A Friend of Mine also developed a cheeky racoon character in a series of illustrations depicting a bandit racoon eating, stealing or dreaming about waffles. A Friend of Mine consulted with architects Hecker Guthrie for the Swanston Street store and Foolscap Studio for the Emporium store, and designed signage systems for both fitouts. Packaging features crisp white waffle trays with bronze foiled details and bursts of buttery yellow inside, whilst signage details in-store echo the toasty bronze highlights and minimal modern colour palette.

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All Good Scents’ mission is to create the first contemporary perfume house in India. Historically and culturally Indians are very keen on fragrances and perfume usage. However the usage is either restricted to natural elements or locally produced scents. All Good Scents hopes to create a niche for chic products with global appeal.

A strategic analysis of the client revealed the importance of showing the fresh attitude of a new brand to the market, whilst also establishing the credibility that an old family dedicated to perfume making brought to the product. Accordingly, we created a simple, rational and easy to recognize symbol, deprived of classic decoration. By including an extra horitzontal stroke, the initial ‘A’ of the name was turned into a perfume pyramid, the structural device which is the basis for all perfume formulas. Centered typography with a rounded light font positioned the brand as a contemporary, style conscious player.

Along with the corporate identity, Mucho helped All Good Scents to develop a brand architecture scheme for the perfume brands, helping to establish a communication structure and thus correctly convey each perfume’s nature and identity to their established consumer target.

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Rebellion Brewing engaged Studio Round to redevelop the identity and packaging of its leading gluten free beer product, O’Brien.

The desire was to reposition the beer away from being positioned solely on its gluten-free functional benefit (“forced choice”) and to become a first choice (“my beer”) for both celiac-sufferors and also the general craft beer market. To support this new positioning the intention was to dial up the craft beer story in order to move away from the dull, mainstream beers, and create a new, more aspirational brand image for the product.

The design response needed to feel more crafted and aspirational, but it was also important not to position it too far into the boutique beer market as it could alienate their existing customer base. Designed by Round.

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Red Antler wanted to create a brand experience that could inspire a movement towards healthier, more balanced living. Bright colours and organic textures bring energy and vibrancy to the all-natural products.

If it’s on display, you’re more likely to use it. Red Antler made sure every aspect of the packaging was beautiful and simple, as well as sustainably sourced. Packaging designed in collaboration with Scott Chapps and Dale Trigger.

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