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Case Study

Out the front, and out the back.

Brand identity for Wynyard and James in South Melbourne.

When I first moved to Melbourne, a friend took us to Wynyard, and it steadily remained one of our favourite places (still maybe the best Eggs Benedict I’ve had). Wynyard was our local and loyal coffee shop, and they later welcomed James as the wine bar out the front.

When James arrived, a vital project emerged: how do we create two distinct customer-facing visual languages, but still create an integrated design language that would work for both venues? Given that Wynyard and James shared both a dining area and a menu for lunch service, creating a cohesive menu style was vital to day to day service, while marketing messaging and brand communications needed complimentary aesthetics to distinguish their offerings.

Business Cards for Wynyard & James

Naturally, Wynyard became the sassy younger sister of James, while James’ external brand attitude reflected the more refined experience of the wine bar. We reworked Wynyard brand language to suit – using clashing red and pink to reflect the interior, but also the venues more feminine energy – while the brand for James remained darker and moodier, typically shown in grey, green and blue.
 

Menu Design for WYnyard & James

whotheheck.is/james

Brand Identity

James

South Melbourne, VIC

2019

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Opening a new restaurant and need to give it a refined identity?

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