2017 Eat Drink Design Awards: Best Identity Design winner

Jury comment

With overtones and undertones of Donnie Darko hovering inevitably around the design, the identity collateral of Jackalope represents an ambitious and boldly coordinated, highly integrated relationship to the interior and venue it supports. The designers have managed to marshal and occupy multiple channels of attack to create an identity that cascades from supergraphics, environ mental wayfinding, door signs and other placards, to menus, paper collateral, typography and uniforms. The supergraphics in particular highlight the main building, creating a moment of intensity. As the identity reveals itself through the visitor’s experience, it’s evident there is an overall inventiveness to each layer of the graphics. As a highly integrated, carefully considered overall experience, Jackalope is a singular achievement and a clear winner.

Design statement

For the adventurous and curious, a fiercely original hotel called Jackalope is born. The duality of the Jackalope informs the experience, providing an escape from reality. The alchemic site narrative, tribute to both Jackalope’s transformative nature and the viticulture business, informed the hotel, bar and restaurant identities, expressing the hybrid through contrasts. The project demonstrates a holistic design- driven approach to brand and identity, with the environment and brand completely integrated. The result is a more memorable experience for patrons. The property and brand are positioned with a high level of design literacy. Every touchpoint was considered in a new, contemporary way, requiring collaboration between designer, client and suppliers. For example, through format and materiality, like the plastic jacket, cutting holes into the menu cover. The bespoke brand identity has cut-through and provides a suite of highly shareable assets for the business. The outcome is a true expression of the philosophy of the client.

Jackalope Hotel
166 Balnarring Road
Merricks North Vic 3926
jackalopehotels.com

Fabio Ongarato Design
40 King Street
Prahran Vic 3181
+61 3 9421 2344
fabioongaratodesign.com.au

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

The 2017 Eat Drink Design Awards are organized by Architecture Media and AGM Publishing and supported by principal partner Taubmans; major partners Planned Cover and Shadowfax Wines; and supporting partners Tait, Stellar Works, Map, Schiavello, Laminex and Latitude.

Thanks also to our event partners Sample, Four Pillars Gin and Sanpellegrino.

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