Project Overview
Rich in heritage and abundant in local produce, Junction is a gathering place celebrating the region’s finest.
Seesaw were engaged to reposition and brand Junction, a bar and restaurant located on the stunning Murray River in the picturesque Echuca Moama tourist district. Junction is the ultimate escape – the perfect spot to enjoy sensational food, wine, cocktails and craft beer that showcases everything the region has to offer in a single, sophisticated setting.
Project Commissioner
Project Creator
Team
Creative Directors: Anita Ryley & Matthew McKenzie
Designer: Rebecca Sharrock
Digital Designer: Jamie Judges
Artist: Maddie Sharrock
Photographer (Artwork): Andrew Johnson
Photographer (Interiors/Campaign): James Geer
Project Brief
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 comprehensive 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.
Project Innovation/Need
The resulting brand incorporates bespoke typography that references the rich history of the district. Graphic elements reflect the curving line of the river while gestural mark making takes reference from the hunting and gathering of the local Yorta Yorta people and the traditional crafts of the area. Menu design fuses branded leather and the unique patina of the local spotted gum. Aprons are 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 local landscape and 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 was the development of branded copy that encapsulated the entire journey: ‘Junction. Discover the Region’s finest.’
Design Challenge
Junction is located on the bank of the marvellous Murray River, situated at the junction between Echuca and Moama. This point is the closest point of the Murray to Melbourne – a 2.5-hour drive from our studio. The distance was a challenge, especially with the signage and wayfinding components of the project. A healthy open dialogue, regular on-site meetings and a collaborative approach with both the client and architects allowed the project to run seamlessly.
The venue actually lies within the Moama Bowling Club precinct and this proved a slight design challenge. Considered positioning and a comprehensive brand strategy was key to the success of the project, ensuring that Junction maintained it’s own independent identity while considerate of the strong Bowling Club reputation and established target audience.
Effectiveness
With over 4000 Facebook likes within the first year of operation, numerous sold out events and record numbers each weekend, the new venue clearly resonates with locals and visitors alike. Junction is now a destination venue, renown in the area and the venue of choice for people visiting the twin towns of Echuca-Moama. The brand itself has received endless compliments and we maintain an extremely close and collaborative relationship with Junction.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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