Ferdydurke is an innovative and unique space - comprising a multi-level, industrial style loft bar residing in one of Melbourne's famed laneways. The owner desired an intellectually stimulating brand with a complex layering of influences. The schizophrenic clash of ideas came together to tell a new story - one unique to this venue. The brand required a visual language that wasn't afraid to be different, had an artistic edge and was able to weave the concept together. Ferdydurke is a quirky space that invites exploration and has a sense of wonder that challenges your expectations, a nod to the nature of it's namesake, the Polish pre-war Surrealist novel, Ferdydurke.
I partnered with the owner as brand consultant to build the voice of this new and exciting venue. I drove the project through a very thorough conceptualisation and development phase as the mix of influences were rich and varied. I designed the logo, brand assets, visual language and all collateral required for brand roll-out. This included identity, custom plastic business cards, menus housed in custom-made perspex books, brand stamps and promotional collateral. I designed and developed digital outcomes including the responsive website and social media branding. I was also responsible for designing and overseeing production and install of wayfinding signage, exterior venue signage and environmental elements.
IDENTITY / BRANDING / DIGITAL / SOCIAL / SIGNAGE / WAYFINDING / PROMOTIONAL
