East End Wine Bar

Studio Mimi Moon was asked to create a brand identity and roll out of collateral for a new wine bar opening up in Hawthorn East. A subtle ode to the Motherland of one of the owners; paying homage to the bars in the East End of London and it’s home of Hawthorn East in the East of Melbourne. East End Wine Bar offers a distinctively European focus (along with some cleverly curated local talent), with share plates and wood fired pizzas on offer in a space people will come together often to gather in. Conceptually we developed the brand identity to strike the fine line between high end and welcoming, stylish, yet relaxed, confident, yet easygoing. Matching the curves in the building interior with that of the logo. The logo icon is made up of two curvaceous abstract E’s and when flipped represents two wine glasses cheering!

The brand identity represents ‘STRUCTURE & BALANCE’ – key characteristics of a fine wine.

Key Words: ARCHITECTURAL . STRUCTURAL . BALANCED. EUROPEAN ARCHITECTURAL ELEMENTS; TESSELLATED . MARBLE . STONE . GEOMETRIC. CURVACEOUS.