“Traveller is a hole-in-the-wall espresso bar in the Melbourne CBD by coffee roasters and cafe operators, Seven Seeds. We worked with Seven Seeds to develop the brand and graphic language of the cafe. With the architecture strongly rooted in vintage caravans – think moulded plywood, vinyl and soft curves – we grounded our response in the golden age of caravanning. Our research uncovering a bevy of graphic language; caravan club pins, rally recognition plates and soft ‘60s palettes. We kept the approach simple and subversive – veering away from the repetitious use of the name and instead developing a simple stepping foot as the primary marque, that almost intuitively says Traveller, even on your first encounter.
The sweet simplicity of this marque mirrored the professional ease and restrained offer of the tiny venue. We then built a supporting typographic marque that referenced vintage Airstream branding and used the rich caravan language within the brand; an acrylic diamond open/closed sign being a contemporary take on the rally recognition plates and uniform pins that borrowed on caravan club member pins. The Crossley Street location is a hotspot of hospitality and retail royalty; Gingerboy, Pellegrinis, Lucy Folk et al, all of whom use neon as a language to engage with the street. We joined the conversation and continued on the subversive bent with a stepping foot neon as the sign post to the daytime venue.”
Designed by The Company You Keep