2016 Eat Drink Design Awards: Best Identity Design winner

Best Identity Design
Pink Moon Saloon by Peculiar Familia
Adelaide, South Australia

Jury comment —

The stunning success of Pink Moon Saloon is a result of a fully integrated vision for the space, architectural form and visual and graphic identity. From the profoundly simple logo, which is comprised of the archetypal pink moon positioned over an abstraction of the architectural form of the venue, to the use of typography and graphics throughout the venue, the overall impression is of playfulness and lighthearted celebration. The design studio’s quirky influences – the US National Parks Service and Japanese design sensibility – are discernible, but ultimately they have been transcended in the final product.

At a time when “joy” is a hard quality to find, Pink Moon Saloon dishes it up in spades. The use of graphics is innovative yet deceptively simple and direct. Perhaps most importantly, it was the project’s sense of happiness and cheeky fun that won the jury over. Considering the modest budget, the scope of the project’s ambition is truly breathtaking. The design team has taken a great risk here, with minimal resources, and it has paid off.

Design statement —

The main focus of the brand identity was to marry the concept with the architecture to create a truly immersive experience for customers. Inspiration came from many partners and many angles, including verses of poetry, travel experiences, mythology and practical utilitarianism. Every aspect of the venue was carefully considered, from the cutlery to the menu functionality through to the bespoke artwork on the walls. A focus on warmth, textures and playful lightheartedness was key to achieving a space that didn’t take itself too seriously. A very small budget for the branding was put to effective use throughout the space. Key deliverables included the full brand package, website, menus, coasters, napkins, a selection of cutlery and crockery, interior signage and artwork creation and selection.

Pink Moon Saloon
21 Leigh Street
Adelaide SA 5000

Peculiar Familia
20 St Helena Place
Adelaide SA 5000

See the whole gallery of images at the Eat Drink Design Awards website.

The 2016 Eat Drink Design Awards are organized by Architecture Media and AGM Publishing and supported by principal partner Taubmans; major partners Planned Cover and Taylors Wines; and supporting partners Map, Schiavello, South South West, Stellar Works, Tait and Viridian.

Thanks also to our event partners Acqua Panna, Sample and Starward.

The Eat Drink Design Awards are endorsed by the Australian Institute of Architects and the Design Institute of Australia.



Published online: 8 Nov 2016
Images: Ben McGee


Artichoke, December 2016

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