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2012 Eat-Drink-Design Awards: Best Visual Identity Design

Best Visual Identity Design — Joint winner
D.O.C by ERD

Jury comment

The D.O.C group have a strong sense of their Italian hospitality heritage, and its traditional balance between rigour and informality in food production and service. This has been translated with elan in ERD’s portfolio of branding for the diverse D.O.C venues, products and packaging. The singular use of black and white is striking, and conveys directness and lack of pretension, while its lively abstract quality avoids literal representation of food or place. The motif is adaptable and memorable at a number of scales, from street façade to cloth pizza bags. D.O.C’s website continues the neat poise between simplicity, spontaneity and refined design communication, and its inclusion of old family photos makes personal and poetic the genealogy of the D.O.C group.

Design statement

The design brief was to create a new brand identity and all supporting visual material for the D.O.C Group. D.O.C owns and operates a small number of Italian pizza restaurants, espresso bars and specialty food stores in the Carlton and Mornington areas in Victoria. D.O.C’s vision was clear. It wanted a bold visual identity that would reflect its passion for serving fresh, authentic Italian food with a contemporary edge.

326 Lygon Street
Carlton Vic 3053
+61 3 9347 2998


Design practice
Carlton, Melbourne, Vic, Australia
Project Team
Rosanna Di Risio, Emilio Roccioletti, Sarah Lawrey
Site details
Location 326 Lygon Street ,  Carlton,  Melbourne,  Vic,  Australia
Category Commercial / public buildings
Type Hospitality, Retail
Project Details
Status Built



Published online: 24 Oct 2012
Images: Lou D'Angelo


Artichoke, December 2012

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