Some brands are afraid to buck the expected when it comes to their brand identity. Casual diner, Marko, let agency, Think HQ, take the brave road to stand out.
Think HQ has developed and delivered the brand identity, PR and social media strategy for the new casual diner with a focus on locally sourced, natural and 100% plant-based ingredients. The agency created the logo, packaging, photography, signage and website as well as creating and managing all PR and social media launch activities – all inspired by the concept of food nostalgia. The aim was to capitalise on the associations of the past when fresh, locally-grown produce was not a luxury, but a way of life.
Think HQ’s new client is a perfect fit for the agency “delivering positive outcomes for people, places and the planet”.
Marko’s logo was inspired by vintage type. Vintage motifs including sunbursts and tablecloth checkers are referenced throughout, modernised with bright pops of colour and a sense of fun. Bright, primary colours were used to cue summery, Mediterranean freshness, referencing the region renowned for its fresh food diet and Marko’s menu.
“We’ve strived to keep the Marko brand casual and unfussy, striking a balance between visual consistency and playfulness. The logo can be tweaked to create fun new variations particularly suited to merchandise or stickers. In doing so, we’ve provided this ground-breaking new restaurant with a visual identity that can grow with them as they convert swathes of newcomers to flavourful plant-based eating,” explained Think HQ senior graphic designer, Melissa Hill.
Marko co-founder, Dehne Bingham, came up with the concept for the diner during Melbourne’s pandemic-enforced hospitality hiatus, drawing together a group of like-minded problem solvers to bring the idea to life. “Research suggests one in two Australians want to reduce their red meat intake, so we’re widening the pathway to plant-based food by giving people more options that taste good, and that they can feel good about eating,” he stated. “The impressive branding and creative design Think HQ delivered really hit the mark in positioning us in this under-served but growing market where plant-based food is the star of the show.”
Credits:
Agency: Think HQ
Production: Think HQ
Founder & Managing Director: Jen Sharpe
Head of Creative: Andy Lima
Senior Graphic Designer: Melissa Hill
Copywriters: Ryan Graf
Photography: Nick West
Food Stylist: Bridget Wald
Production Manager: Natasha Bauer
Head of PR: Alice Suter
PR copywriter: Joseph McMahon
Media Relations: Emma Schwarer
Digital Strategist: Louisa Moy
Social Media: Jade Delios Callanan
Web Development: Shanaka Katugampala, José Rojas & Antony Dabonde
