In 1840 a man called James Maiden built a simple wooden tavern at the junction of the Campaspe and Murray rivers. The establishment welcomed travellers and settlers alike and he named it the Junction Inn.
As part of the positioning and brand strategy, we proposed that ‘Junction’ – both more relevant and appealing – replace the existing venue name.
Now the brand, like the region itself, is all about meeting points: the town and the outback, travellers and locals, Echuca and Moama, old and new, regional tastes and crafted brews.
Graphic elements reflect the curving line of the river, the hunting and gathering of the local Yorta Yorta people and the traditional crafts of the area. Menu design fused branded leather and the unique patina of the local spotted gum. Aprons were crafted out of canvas, leather and brass, referencing horse bridals. Signage was built out of hand-beaten copper. And tactile copper stamping is featured graphically on all printed collateral.
An artist was commissioned to create a series of exquisitely textured cement vessels that reflect the layered sediment and water levels of the river. These artworks formed the basis of many of the touch points – from signage and stationery though to environmental graphics and uniforms.
Finally, it is the new tag line that sums up the entire journey: ‘Junction. Discover the Region’s finest.’ The new venue clearly resonates with locals and visitors alike. Witnessed by an astonishing 2,000 Facebook likes within the first 2 months of operation.
We believe that people don’t just buy food and beverages. They buy into a total branded experience.
Work completed: brand strategy, brand positioning, creative direction, brand identity, stationery, menu systems, copy writing, image making, signage and environmental graphics, photography, promotional items, advertising, digital strategy, digital design and development, uniforms systems.