2023 Eat Drink Design Awards: Best Identity Design

Jury comment

Kōri Ice Cream exemplifies what’s possible when branding and interior design minds work synergistically. Principle Design’s street-style-inspired identity is not only successfully applied throughout interior, wayfinding and packaging, it is thoughtfully executed at all levels. It wouldn’t be surprising to find a red stripe on the inside of a waffle cone (spoiler: there isn’t one). What is particularly refreshing about Kōri is that it eschews expected ice cream aesthetics. It is street rather than sweet; bold rather than cute. The identity blends contemporary typography with punchy graphic devices, bespoke illustrations and photography. On paper, this sounds like “too much,” but in practice – and in the context of Kōri’s simple yet impactful interior – it works. There’s a sense of fun in the flavour-specific tub designs (that entice you to try them all) and the giant dripping ice cream image in-store. The branding experience is memorable, caters to small and big kids alike, and leaves all with a smile.

Design statement

Kōri Ice Cream is designed to reflect the flavours being served in-store: Japanese with a contemporary edge. Its “Kōri Red” was inspired by the palettes of Japan’s kawaii culture, while posters from the hyperpop music movement became the inspiration for creating a space that appeared almost 2D. As a project, Kōri Ice Cream involved the creation of a new brand on a bustling and sought-after strip in Melbourne’s east. The brief was to create a space, housed in a heritage building, that would compete with Melbourne’s saturated ice cream market. From day one, the design was worked up alongside the brand creation by Principle Design. The collaboration between the branding studio, interior designer and client created the ultimate synergy between the product, the space and the brand. A customer entering Kōri Ice Cream experiences the seamless blending of these three elements, which creates a holistic retail experience that represents the core values of the brand. The project was started and completed, on a strict budget, within four months.

Kōri Ice Cream is built on the land of the Wurundjeri people of the Kulin nation.

Project credits

Design practice Principle Design Project team Sash Fernando, Norman Barnett, Hakim Bogarts, Bella Hume, Jes Egan

See the full gallery of winning and commended projects on the Eat Drink Design Awards website.

The Eat Drink Design Awards are organized by Architecture Media (publisher of ArchitectureAU). The 2023 awards’ supporting partners are Roca and Latitude.

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