Driving into the studio yesterday I was struck by a large piece of graffiti on Montague St. Living up north close to a rail line I’m used to seeing large, great pieces of street art. This one stood out because, well, this part of South Melbourne is pretty industrial, and while there the usual urban graffiti, it’s not normally this bold and colourful.
It wasn’t till I drove in this morning that I noticed the corner segment with the mug of one of Albert Parks’s culinary treasures Jock’ Ice Cream. Jock’s Ice Cream has always impressed me with it’s branding, while probably not the most sophisticated brand identities, anything it lacks, it more than makes up for with quality product and bags of brand personality.
It’s a reminder to all of us that there’s more to brand communications than selling your product, you’ve got to sell your brand. What you stand for, not just what you do. I’m intrigued to know what’s going on Montague St not because there’s an exciting new food offer maybe in the area, but because there a rebellious brand that always does it differently in the area.
There seems to be a new cafe, restaurant, retail, foodie thing weekly in our corner of Melbourne. Some are formulaic franchises, some indie one offs, some good, some bad, all of them are brands but few I doubt with this much inherent personality as this.
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