Contact

Studio 3/31 Izett Street,
Prahran, Victoria, 3181
Australia

info@savi.com.au
+ 61 3 9521 5570

New business enquiries

Michelle Savona
michelle@savi.com.au
+61 3 9521 5570

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Mac Robertson Lofts
An appetite for authenticity

Requirement

Situated on one of Fitzroy’s historic retail strips, the branding for this 33 loft apartment development needed to honour the cultural significance of its past, while celebrating its diverse, present day amenity.


Response

Fitzroy is a vibrant, eclectic neighbourhood, rich in history and heritage architecture. The site for this development was no exception; the former Mac Robertson Chocolate Factory, it had created some of Australia’s most famous chocolate bars, including the iconic Freddo. Inspired by the client’s desire to reflect the site’s many contexts through interior and exterior design, we arrived at ‘An appetite for Authenticity’ as the brand essence. Featuring works by local illustrator, Sean Morris, our project collateral balanced craft with quirk to explore and articulate this central thought. Engaging, entertaining and informative, its portrayal of both project and locale is as tantalising as it is truthful.


Result

A brand that resonated deeply with ‘northsiders’—the most discerning audience of all— prompting significant, ongoing enquiries from local urbanites.


  • Services included

  • Brand strategy
  • Brand creation
  • Art direction
  • Photography
  • Typography
  • Copywriting
  • Web design
  • Advertising
  • Signage

Brand & tagline

Mac Roberstson Lofts Frog

Illustration

Mac Robertson LoftsMac Robertson LoftsMac Robertson Lofts

Photography

Mac Robertson LoftsMac Robertson LoftsMac Robertson LoftsMac Robertson Lofts

Display suite

Mac Robertson LoftsMac Robertson LoftsMac Robertson LoftsMac Robertson Lofts

Printed Collateral

Mac Robertson LoftsMac Robertson LoftsMac Robertson LoftsMac Robertson LoftsMac Robertson Lofts

Website