Cracked

Creating my own brief as my final assignment for uni, I decided to create a newly opening café based in Armadale named Cracked. With the suburban area of Melbourne being a competitive zone for upcoming brunch spots, Cracked looks to create a point of difference, with their playful and intriguing branding identity, inviting the audience to both laugh and read further into the design. Looking at targeting a diverse audience of brunch lovers, the branding identity incorporates both digital and physical aspects that generate a unique and contemporary design not only through the satirical illustrations, but also the tailored applications for dining-in, take-away and purchasable merchandise. Ultimately, the branding identity campaign looks to capture the light-hearted side of what is a pivotal focus of Melbourne, brunch.