We tailor solutions to our clients. We uncover their unique stories and bring them to focus.
Moore Park Produce Market
Services: Naming, Brand Identity & Strategy, Brand Guideline Development, Promotional Campaign Concept & Design, Signage Design, Website Design, Art Direction of Photo Shoot & Video, Social Media & Content Strategy, Merchandise Design
Project Outline: Working along side The Riversdale Group the task was to revitalise the markets within EQ at Moore Park. The brand was to have a focus on local community, fresh quality produce and ethical responsibility. The brand vision was to stand out on an international stage and become an entertaining experience for consumers rather than just a shopping trip.
Action: Using a human-centred approach, Tomorrow People spent time speaking with people in the local community, market goers and the major stakeholders to get to the heart of the markets pain points and opportunities. Through this we were able to create a truly unique and meaningful brand vision which resonated with and engaged the community.
A brand re-name, a distinctive logo and brand guidelines were created to position the brand as strong, accessible, fresh, quality, ethical and an iconic Sydney focal point. We then set about bringing the brand to life through photography, video, signage, posters, merchandise, website and strategy for social media, content and workshops.
There was a strong focus on people (community) and education throughout the campaign created. As a consequence people can relate to the 'real' people featured in the campaign and have interaction with the brand through educational workshops and content.
Outcome: Since the re-brand, awareness of and attendance at the market has increased substantially. The market now attracts a broader demographic and there has been an increase in the amount of stall holders, all of which fit with the new image the brand wishes to project. They have also just added a third market day in 2017.
"Mel and the team at Tomorrow People recently helped with a re-brand of an existing market. They were on board from concept to completion and helped create a strong, recognisable brand that appeals to our target demographic. Mel/Tomorrow People’s work on the brand including brand creation, website development etc has increased awareness by a substantial amount. Re-creating a brand that resonated with our target market was a daunting task but they took it on-board and made the whole process a dream. Due to Mel and her teams assistance with brand development the Moore Park Produce Market is about to launch a third market day and has experienced continued success in early 2017." — Emma Crameri, Riversdale Group Marketing Co-ordinator
Project Outline: In 2012 The Old Brooklyn Hotel was acquired by The Sydney Collective. The plan for this large space on George Street was for it to be renamed, overhauled and transformed into an authentic New York style brasserie.
We were engaged to brand the venue and work closely with award winning architects and interior designers Akin to convert the CBD hotel into one of Sydney's cutting edge restaurant and oyster bar.
Action: A series of meetings and briefing sessions were held together with the interior designers and director to shape the strategy and new visual direction.
Akin did amazing work creating a spacious 250-seat venue spanning three different spaces: the Oyster Room (taking centre stage on the front stoop), the Parlour (the bottom bar) and the Conservatory, an outdoor terrace, all with ultra-modern decor and an industrial feel.
We created a strong visual identity to go hand in hand with the upmarket interior. The brand is strong, masculine and has a bespoke feeling. If it were a person he would be charming, stylish and cheeky.
We created a series of printed material ranging from signage to menu’s, stationary and promotional material. Each item emphasises the brands charming, stylish nature with a little bit of cheekiness thrown in!
Outcome: The grown up, charismatic charm created for The Morrison brand has established it as one of Sydney’s busiest bars and restaurants. The large venue is full every night of the week with an upmarket CBD target market.
Over recent years they have established an Oyster Festival which is now an annual event and receives an overwhelming response each August.
Services: Brand Identity & Strategy, Brand Guideline Development, Collateral Design, Venue Signage & Artwork, Website Design, Art Direction of Photo Shoot
Situation: Positioned on the harbour foreshore of Sydney’s eastern suburbs, The Watsons Bay Hotel has long been an iconic Australian venue. Built in 1886 it grew to become a much loved Sydney venue.
However, by the time new owners Fraser Short and Arthur Laundy took over in 2013 it was time to breath some new life into the old girl. The brand and venue offering has slipped to below average and wasn’t living up to its full potential.
Tomorrow People were asked to come on board to assist with a rebrand. They wanted to retain the history and character of the historic venue while at the same time making it clear that it was modern, progressive and one of the best venues in Sydney.
Action: They had engaged award winning interior designers and stylists, Jeremy Bull and Caroline Croker to create an elegant new contemporary fit-out and a team of Sydney’s best chefs and staff such as Pete Evans. The offering at Watsons Bay was to be top notch and they needed a brand to match.
We worked closely with the interior designers and director to create a brand that retained the glory and grandeur of the majestic building but also reflected the progressive new offering. We took reference from the stunning ocean side location to give it a fresh, relaxed, seaside feel.
A pastel colour palette of blues, aqua and coral was used throughout the brand to give it a soft, glamorous coastal Hampton's feel. We illustrated fun, ocean inspired signage throughout the venue to emphasise the relaxed vibe and to ensure it didn’t take itself too seriously. And for the website and promo material beautifully styled photography was used to showcase the stunning interiors and amazing location.
Outcome: The Watsons Bay brand is now one the most recognised in Sydney and internationally. Within a year it was again one of the best and busiest pubs in Sydney, both Sydney locals and tourists are now flocking in. The restaurant is full most nights of the week and it’s become a focal point for the fashionable eastern suburbs crowd, regularly hosting fashionista events for the likes of Jen Hawkins and the Kardashians.
It has become a sought after wedding venue and is booked out well in advance. They also recently launched a 32 room boutique hotel within the venue which is experiencing similar success.
Situation: Simmone Logue began her business in 1990 from a little one bedroom flat selling cakes. She used to hand deliver her cakes to the local café owners. The demand for her cakes, pies and puddings grew quickly and she expanded her range into other areas like ready-to-heat, home-style food and catering. She now has a very successful fine food company with a large range of private, corporate and retail customers.
We have had a long standing relationship with Simmone Logue since we were approached to work with the team in 2010. This was at a time when Simmone’s brand was experiencing a large amount of growth and change. They had recently taken on some large corporate clients such as Qantas and Costco and they needed a professional image to maintain and grow that larger corporate market. At the same time they needed to make sure they were not alienating their private catering clients or retail shops.
Action: When we came on board, Simmone Logue had a very basic website and promotional collateral which had been designed quickly and on the go. We were engaged to take Simmone’s brand to the next level.
It needed to have a professional look and feel while at the same time still accentuate Simmone’s personal, hands-on approach and lovely soft, feminine nature. It also needed to unify all areas of her business, private and corporate catering and the retail shops
Our first project was a photo shoot where a food stylist was engaged and we shot the full range of Simmone’s food offering. The shots portrayed the personal, country style of Simmone’s food while at the same time were styled professionally to look like they came from the pages of a fashionable cook book.
We then used the amazing outcome from the shoot to create a website and 32 page catering brochure.
Outcome: The response to both the website and brochure was fantastic. The brochures were displayed in the Simmone Logue stores and handed out to current and prospective clients with many people commenting on how great they look and taking them home. We are lucky enough to design a new catering and Christmas brochure for Simmone each year.
The website still receives great feedback and was a finalist in the Australian Graphic Design Association (AGDA) awards for web design.
The professional brand we created for Simmone Logue has seen the business continue to grow with an increased share in the private and corporate catering markets.
Services: Brand Identity & Strategy, Brand Guideline Development, Collateral Design, Venue Signage & Artwork, Website Design, Uniform Design, Art Direction of Photo Shoot & Video, Social Media Direction & Strategy
Situation The historic Chippendale Hotel had a revamp in 2016 and Tomorrow People was approached to rebrand the venue.
The task was to work closely with the owner and interior designer to establish the Chippendale as a focal point for the Chippendale community. The Chippendale area has progressed rapidly over recent years and they wanted to tap into the young, creative crowd without alienating young families and their current patrons.
Action: We worked closely with the stakeholders to establish the values of pub culture with a focus on community, friendship, simplicity and a diversity of pub offerings. It was important to maintain their strong traditional foundations while also contemporising the offering.
A brand mark was created that gave reference to the style of an old school pub or beer label. A brand personality was created that was fun, friendly, creative, confident and local community focussed.
The task was then to spread the brand across various mediums such as print collateral, website and signage. We also art directed a photo shoot and video campaign which was designed to focus on and engage the local community. Tomorrow People also provided image direction advice and social media strategy.
Outcome: Since the rebrand the venue has gone from strength the strength. Sales have tripled and the owner has stated that he feels it is becoming a Chippendale community focal point.
Situation: Les Huyng, a restaurant entrepreneur with a clear vision, approached Tomorrow People to develop a brand for a new restaurant in Dank St Waterloo. The design challenge was to develop an engaging brand for the restaurant which was to be a modern Italian restaurant drawing influence from beach side architecture and classic Scandinavian design.
Action: Rockstar interior designer Matt Woods was engaged to create the interiors and the result of his labours is an opulent yet raw and minimalist interior that is reflective of true coastal Scandinavian style. We worked closely with Matt and Les to uncover the Beccafico story and bring it to life in the branding.
The Beccafico brand we have created centres around ‘modern coastal simplicity’. The logo reflects Scandinavian design with it’s functionalism, modernism and simplification. The colour palette is crisp white and aqua which is a reference to the Scandianavian ocean and coastline. The form of the letters is a reference to Italian food with it spaghetti like form.
Outcome: Since its opening in March 2015 Beccafico’s sales growth has been increasing steadily. From the outset it has been received well in its Surry Hills/ Waterloo neighbourhood and attracts a good local crowd. Recently they’ve been receiving great press in publications such as Good Food, Broadsheet and award winning design publication Yellowtrace which has resulted in an influx of patrons from all areas on Sydney.
Project Outline: In 2016 Tomorrow People were approached by our long standing client Bindaree Beef Group to create a name, brand and packaging for a meat product to be launched in ALDI Stores.
The objective was to attract and entice ALDI shoppers to try a new product and brand. This subsidiary of the Bindaree brand was to be generic enough that it can be used for a variety of beef products.
They wanted consumers to be excited about trying something new that is high quality and tastes great when they see the brand.
Action: After a Naming Workshop with the major stakeholders, We came up with a name than referenced their Bindaree Umbrella brand but was generic enough to be used across a number of meat products without cheapening the main brand.
Then we designed the Bindaree Butchery brand identity, created brand guidelines and then set about capturing the essence of the brand through the packaging.
Outcome: Bindaree have exceeded their sales expectations since they launched the range in ALDI stores in October 2016.
Situation: We began our relationship with Floreat back in 2013 when Jane Lampe decided to pursue her passion and start a floristry business and engaged us to create a brand and website for them. Since then we have created a unique and memorable brand for Floreat and continue to work together closely to foster the growth of the brand.
From the beginning of the branding process it was our job to immerse ourselves in the business, find out what made them unique to their competitors and bring that to focus. This would then assist them to engage and attract their customers.
After meeting with Jane and spending time with her it became evident that floristry wasn’t just a 9 to 5 job for her, she lives and breaths it! Her approach is very personable and she takes time to get to know each of her clients so that she can create arrangements that are meaningful to them. She has an amazing eye for detail and produces extraordinarily beautiful work.
It was also important that we tapped into the profitable wedding market. Jane knew that there was a lot of potential work in weddings and wanted to tap into it.
Action: It became evident to us that we needed to create a brand which demonstrated a personal touch, attention to detail and Jane’s hands on approach. It needed to be welcoming and friendly like her and very importantly it needed to showcase how beautiful her floral arrangements are.
We decided to create a brand that was done by hand. The logo is a combination of a stamp style font and illustrations which creates a just stamped on effect. We then created hand made floral illustrations which are used across her stationary, marketing collateral and website.
Words do not do her beautiful arrangements justice so we engaged talented photographer Elise Hassey to take professional shots of her work which were then made a major focus on collateral and the website. This allows her work to speak for itself.
We used feminine, soft colours which appeal to her predominantly female target market. We wanted to create an almost bridal feel about the brand to attract the lucrative wedding target market.
Outcome: Since the Floreat brand was launched 3 years ago it has developed into a profitable business. Their income from weddings increased by 65% in the last financial year and during that same period of time Floreat's overall income doubled.
Jane made a point of letting us know that in almost all enquiries Floreat receives in relation to weddings, customers comment that they loved Floreat's website, and that they have approached them because they loved the style that is demonstrated on their site.
We have also recently added an online component to the Floreat website, since this was completed in 2014 income from flower delivery has almost tripled!
Services: Brand Identity & Strategy, Brand Guideline Development, Venue Signage & Artwork, Collateral Design, Website Design, Photography, Social Media Strategy
When new ownership took over the The Maroubra Bay Hotel in 2014 it had a reputation as a focal point for gangs, crime and violence. It had changed hands frequently over the previous years as it struggled to attract a client base.
The new owners saw the untapped potential in the venue which sits directly overlooking Maroubra Beach. The task was to shed the reputation as a place to avoid and re-position it so that it was seen as clean, high quality, family friendly and a place where the close knit Maroubra community could come together.
Action: Numerous brain storming sessions were held with Bob to establish what The Bay’s unique offering was and how we could bring it to focus. A brand was established that has a relaxed, family atmosphere but still maintains a contemporary, fun feel. We wanted to attract a crowd that was a mix of age groups and not too young. This was done by creating a nostalgic vintage beach feel through the interior styling and graphics which appealed to that market.
The name of the venue was changed to The Bay Hotel & Diner. This would distance it from the negativity of the Maroubra Bay Hotel of old but at the same time maintain some of the history and character of the building.
Outcome: In the first 6 months since opening The Bay tripled in revenue with a 300% increase compared to figures the pub was purchased on. The second 6 months which was Winter and generally quiet due to its beachside location we were able to continue momentum through the database campaign we set up. We were able to reach the local community and attract them into the venue through food promotions. this resulted in figures that were four times greater than what they achieved the previous year.
Bob has stated that he attributes a lot of their success to the fact that the branding, styling and marketing/ database campaign was set up from day 1, allowing them to start attracting a crowd right from the beginning.
Situation: St Kilda is one of Melbourne’s most popular suburbs and traditionally a famous tourist destination.
Tomorrow People has worked with St Kilda Village since 2010. We were approached by St Kilda village to help revive the area, they wanted to attract more people to the area with a focus on increasing spend on their shopping strip.
Action: After spending time in the area we noticed a cool retro vibe both in the fashion and the restaurant, bars and shops. We also picked up on some of the great things that make St Kilda unique such as luna park, penguins, the pier, cake shops, trams and their music scene. We decided to take all of these things that make St Kilda special and different and bring them to focus.
We got to work creating a series of 5 pinup postcards which were displayed in each of the retailers in the St Kilda precinct. Each postcard had its own retro pinup girl and focussed on a characteristics that were unique to St Kilda.
Outcome: The first campaign was such a success that the retailers ran out of postcards within the first two weeks so we had to two rounds of reprints to keep up with demand.
Initially the campaign was to be a one off, but due to its success we now create two series of postcards for St Kilda every year and they have become a collectors item for many people in Melbourne. We have also designed them a series of iPhone wallpaper pinups as well as a pinup themed area map.
Since the campaign launched in 2010 the area has seen a large increase in people coming to the area to shop and frequent cafes, bars, restaurants and events. The largest portion of growth in people coming to the area has been from the local Melbourne market which has doubled.