Overview | Discover
Melbourne Emporium was designed as a premium retail destination in the heart of Melbourne. I aimed to extend the identity of Emporium Melbourne by providing it with a unique and fresh perspective. After conducting extensive research, I discovered opportunities to incorporate aspects of the building's structure into the identity, linking the space and the brand closer together.
Current Logo
Approach | Do
To create the refreshed identity, I explored various options while considering the existing brand identity and the venue. My concept development focused on integrating patterns inspired by the angular wooden panels that serve as support structures and are a prominent feature of the building's architecture.
I undertook research on graphic styles and peers within the retail centre space, such as Melbourne Central.
The essence of the new identity emphasises the architectural elements within Emporium Melbourne. The environment incorporates a wavy wooden pattern that gives the impression of movement, reflecting the brand's fashion-forward approach.
Outcome | Deliver
The essence of the new identity emphasises the architectural elements within Emporium Melbourne. The environment features a wavy wooden pattern that creates the impression of movement, designed to reflect the brand’s fashion-forward approach.
