2021 Eat Drink Design Awards: Best Identity Design

Jury comment

An obvious winner in the Best Identity Design category, Hazel’s stylish collection of business cards, puzzle coasters and bill holders completes the precise branding of this pared back restaurant in the heart of the Melbourne CBD. The jury engaged with the strong typography that captures the elevation of the eatery’s heritage Richard Allen and Sons premises, with blueprints of the building appearing on the reverse side of the coasters and letterpress business cards. The colour palette is subdued and timeless but never cold, and pays homage to the building’s history without straying into kitsch. The brand designers worked closely with owners The Mulberry Group and the interior design team to create a visual presentation that underlines Hazel’s sense of place, reflecting the warmth of the two-storey venue and referencing the building’s sense of history. The jury identified this as a highly resolved design that works hand-in-hand with the restaurant it represents.

Design statement

Hazel is a pared-back eatery by The Mulberry Group, stretching over two floors of Flinders Lane’s historic Richard Allen and Sons. The identity pays homage to the building and its former life, and is understated yet considered, seamlessly complementing the Hazel experience. The Mulberry Group’s objective was to create an informal, timeless restaurant experience — a place that feels like it could be here forever, and a place that people feel at home in. The graphic design team worked closely with The Mulberry Group and interior design team, Stella Collective, to build a brand where every touchpoint resonated with this vision and embraced the rich history of the building. The branding pays homage to the building through architectural blueprints as a representative element of its former life. The building illustration is paired with a simple, bold and characterful brand marque that takes cues from the local street signs and history of the location on Flinders Lane.

From here, the brand expands to minimal leather bound menus, letterpress business cards and bill holders, a light-hearted tone of voice and a soothing colour palette — drawing on the glory days of its 1970s understated glamour.

Project credits

Design practice: One and Other; Project team: Jess Wright, Elise Lampe

Photography — Pete Dillon, Michael Carrello, Kate Shanasy

Hazel is built on the land of the Wurundjeri people of the Kulin nations.

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

The 2021 Eat Drink Design Awards are organized by Architecture Media and supported by supporting partners Roca, Latitude and Yal Yal Estate; and presenting partner James Richardson Furniture.

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