The Archway is a new addition to Melbourne’s laneway culture. Located in the southwest of Melbourne’s CBD, showcasing the quality and diversity of Melbourne’s food artisans. Drawing the idea from the iconic arch on the head of the laneway, the logo represents the arch as a gate that leads you to explore the laneway. Inspired by the Art Deco’s style of architecture, the branding reflects the uniqueness of Melbourne’s historical buildings, combined with its modern multicultural lifestyle, that together bring the sense of nostalgia but also modernity. 

Completed at
BrandWorks — 2014

Art Director
Fiona Gillmore



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