2013 Melbourne Design Awards - Deadlines

1 August - Entries CLOSE
11 August - Extended close date
19 August - Judging
27 August - Finalists announced
23 September - Voting closes
23 October - Awards Night
2013 Melbourne Design Awards

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Emporium Brand Identity


Project Overview

Emporium is a new retail precinct in the heart of Melbourne's Bourke Street Mall. Home to luxury fashion brands and exciting food and beverage offers Emporium is set to be a standout retail destination fro Melbourne shoppers.

Project Commissioner

Colonial First State Global Asset Management
Kate Parker

Project Creator

R-Co. (Aust) Pty. Ltd.

Project Team

Richard Henderson, Laine Warwick, Riesa Renata, Akiko Ueda, Nancy Butterworth

Project Brief

Create a name and branding for a fashion-focused Melbourne shopping precinct. The brand required needs to engage Melbourne locals and visitors with an enduring brand that combines with an evolving image that reflects the changing seasons of retail fashion.

Project Innovation / Need

Emporium serves as a brand name that describes the retail offer and reflects the premium positioning. An easily identifiable bold 'E' brand icon is combined with a changing seasonal palette of patterns and illustrations rendered in sophisticated black and white.

Design Challenge

Finding a unique name and visual identity in a crowded marketplace proved the main challenge in this brief. Adopting a name that directly refers to the rich retail past of the Bourke Street site we could inherit an authentic story that builds credibility for the new brand.


Emporium branded materials were produced using FSC certified paper stocks.