Significant Others Shop
Significant Others is a carefully edited online retailer offering locally crafted artworks and objects. The project is especially personal to the studio as it is a partnership between A Friend Of Mine’s Suzy Tuxen and longtime friend Ryan Ward, craftsman of United Measures. The products have a focus on hand crafted techniques rather than mass production, making each piece a labour of love. As well as the branding, packaging and web design, A Friend Of Mine designed the plywood series, abstractly and geometrically celebrating individual letters of the alphabet; which includes a pictoral set based on traditional Chinese ‘Tangrams’ providing a minimalist alternative for children’s bedrooms.
Art direction of photography was critical to the success of this project, with no physical presence, it was vital that the artworks and objects be seen in the home context, and the details and textures be shown. A Friend Of Mine worked collaboratively with Shane Loorham, in styling and art directing the range in local Melbourne homes. The website was designed with a clean interface suitable for multiple viewing platforms. The brand identity is bold and geometric, echoing the artwork and objects, while retaining an understated feel and allowing the products to be the primary focus. We created a monogram for Significant Others, which is punched into each artwork as a ‘maker’s marque’, following the tradition of potters and silversmiths.
$5 from every purchase is donated to Médecins Sans Frontières.
Founders of ‘Beach House Constructions’ decided to create a new business, Modhouse, focusing solely on sustainable modular homes. The various Modhouse prefabricated modules are perfect for those who want a quality, contemporary, sustainable home in a short time frame. The Modhouse brand identity system is based on a grid on which various graphic modules can be composed. Like the homes these modules are flexibly arranged in dynamic layouts to best suit the given content and context. This concept revolves around the notions of choice, adaptability and control, suggesting that Modhouse clients have the perfect toolkit when designing their dream home or project. The typography is bold, simple and clean and the varied palette, again hinting to flexibility, reflects the Scandanavian style of the homes. Online environment by Golden Grouse and That Mob.
Several logos were created specifically for events held by ATE 09, a tourism trade show that connects Australian tourism business with international tourism retailers, suppliers, wholesalers and operators. ‘Hide and Seek’ is a dinner at Block Arcade in Melbourne, the maze style referencing the title and themes of the night. ‘Play’ is a dinner focussed on the concept of being a spectator at a Melbourne event. The letterforms are made up from the playing fields and markings of the three sports in focus, Horse racing, Tennis and Football.
We also designed a Gift postcard for the Australian Tourism Exchange 2009 (ATE 2009). This postcard will be inserted into a giveaway Crumpler bag for delegates, featuring Josh Petherick’s illustration, ‘Maze’. In keeping with Tourism Victoria’s thread theme, the threads begin with a journey, navigating through Melbourne’s famous icons, then meet in the centre to form a parcel gift.
These projects were made in collaboration with Coöp.
A Friend Of Mine collaborated with Broadsheet to bring Melbourne’s best chefs and designers together for a pop-up event, Micro Kitchen. AFOM’s Suzy Tuxen collaborated with Rhys Gorgol to design the identity, promotional materials and the interiors for the space. As part of the State of Design Festival, Micro Kitchen was a week-long event in which a variety of designers each “briefed” a renowned Melbourne chef on creating a soup, one for each day of the week.
The idea of a designer and chef ‘spooning’ lent a tongue-in-cheek approach to the identity. Fitting with the temporary ‘pop-up’ atmosphere, the window signage was all hand-painted, and logos illustrated in chalk to maximise impact within a lean budget.
Plywood furniture was made to house the pop-up coffee, soup and alcohol stalls, and a custom-built long table facilitated communal and social interaction. To decorate the lofty space we created a mobile of suspended spoons in a zig-zag pattern — reminiscent of lace, this gave a home-like atmosphere and created a sense of warmth.
Photography: Tobias Titz, Shane Loorham & Liz McLeish.
Lighting: Volker Haug, Placemats: Lightly
Kitsch&Tea is a store and cafe by Naomi Burd selling bespoke teas and homewares. The identity created centres around the duality of the Kitsch&Tea offer. A unique typographic marque was created with an ampersand that can be seen in two ways; at first as an ampersand, and again as a tilted tea cup. A gingham pattern reminiscent of a 1950s kitchen tablecloth adds a nod of nostalgia to the identity.
The Good Life Cookbook
Pan Macmillan publishers approached A Friend Of Mine to design and art direct ‘The Good Life’, the latest cook book by celebrity chef Adrian Richardson of La Luna Restaurant. In a saturated market, the book needed to have a point of difference and convey Adrian’s warm and passionate approach to food. An art direction style that incorporated the typography was developed, with hand-drawn titles and recreated in various mediums from ink, to flour and pastry. These physical pieces of type were then photographed in the same tone as the food and story telling images, creating a harmony and unity between type and image, and reinforcing the authenticity of Adrian’s philosophy around food. The seamless movement between type and image, and imagery and format, was continued through the book cover, in which the tablecloth used in the cover image extends to the bookmark ribbon.
Publishers: Pan Macmillan
Photographer: John Laurie
Props & Food Styling: Simon Bajada
Booki.sh is a complete web-based platform for distributing, selling and reading ebooks. With the intent to make reading ebooks fun and approachable, Booki.sh takes away the technical barriers. The identity had to reflect this ease in a warm and welcoming manner. A quirky bespoke typeface based on a pair of spectacles was created, lending a playful approach which was flexible enough to work as a stand-alone mark and housed within a ribbon device. We took reference from classic literary production techniques such as gilded page edges on the side of books as a nod to the past and used bookmarks as promotional collateral, adding a whimsical sense of irony to the identity. Inventive Labs designed the online environment with illustrations by Lachlan Conn and Ben Sanders. A Friend Of Mine designed subsequent illustrations, such as the ‘How to use Booki.sh’ steps in the Booki.sh booklet (Illustrations by Suzy Tuxen & Emily Fisher).
A Few Words from the Editor
So I got pulled into doing another feature today when SI officially “comes-back” next week — I’m sure none of you reading this are complaining… ;) In the the spotlight today is Melbourne’s A Friend of Mine (run by the ever so lovely Suzy Tuxen) who have updated their website with a large selection of new projects, many of which are showcased in all their high-res glory in this feature. Thank you once again to Suzy for the images and… Yes, I will get hold of the typeface info for each project! ;)
ADDITIONAL LINK WORTH CHECKING OUT
This post is tagged A Friend Of Mine, Art Direction, Books, Branding, Communications, Identity, Interaction Design, Packaging, Postcard, Stationery, Suzy Tuxen