Unlocking the true spirit of Sydney’s inner west.
INNER WEST DISTILLERY TRAIL
We were invited by the amazing illustrator, Peita Blythe to adapt an existing trail map in Sydney's inner west and create a new destination brand concept that unites a community of distillers.
While the area is already known for its craft beer culture, as passionate locals we know that Sydney's inner west has so much more to offer than just beer.
Rather than simply creating another map, our recommendation was to create a brand that unlocked the true spirit of the inner inner west by giving the district members the language, imagery and illustration to consistently promote the destination in channels where people are constantly searching.
The proposed identity is bold, cheeky, and deeply rooted in the character of the inner west — where creativity meets community and tradition blends with innovation.
The true spirit of the inner west is expressed through the idea of brilliant blends. A custom wordmark was designed with flowing letterforms inspired by the movement of pouring and mixing drinks.
The colour palette takes cues from the rich hues of cocktails and their ingredients, while flowing graphic textures echo the motion of liquid being poured and blended.
Central to any great destination brand is an effective map. Working with Peita Blythe, we applied this new brand philosophy to a map of the inner west - from its unique industrial landmarks to quirky characters and humorous social scenes. These assets can then be pulled out as individual graphic devices and supporting elements for social media and marketing communication ensuring a consistent expression of the destination by multiple different businesses.
The result is a unified promotional platform that allows participating venues to maintain individuality while amplifying the collective spirit of the trail.
SCOPE
Brand Strategy, Brand Identity, Copywriting and Design Services
STRATEGY & CREATIVE DIRECTION
Matt Barratt
DESIGN
Geoff Courtman
ILLUSTRATION
Peita Blythe
COPY
Matt Barratt
CONTACT
If you would like to know more about how we can improve the performance and experience of your property asset or reposition your place for success, please get in touch by clicking the button below or by emailing: hello@magnetstudio.com.au