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.