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08/06/2007
News,
Environmental,
Retail,
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Denim-Bar at Myers Melbourne City - 6 - © Frost Design
International Fashion Group (IFG) imports and distributes premium denim brands such as One Religion and Seven For all Mankind. They approached Frost to create their first retail concession store in Myer Melbourne. Surrounded by competing brands, the challenge was to create something that would really jump out and act as a strong brand in its own right. Working with the long, narrow space we branded it the 'Denim Bar'. The logo is in bold letterpress type, a playful reference to denim's wild-west history and the patina of worn jeans. The 40sqm space was painted black, giving it presence against the other mainly light concessions. The bar itself is painted day-glo orange, a vibrant contrast to the black space and a striking backdrop for the merchandise. It also acts as a centralized storage unit, overcoming one of the restrictions of the narrow space. We approached illustrator Paul Davis to create a series of quirky illustrations to add another dimension to the branding. The illustrations draw customers in with their amusing take on denim, wrapping the back wall, change rooms, columns and display bench.
The t-shirt line is displayed on three wall-mounted sets of antlers, adding a fun 3D element. IFG plans to roll out the design across 40 concessions over the next two years.
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Denim-Bar at Myers Melbourne City - 8 - © Frost Design
Denim-Bar at Myers Melbourne City - 9 - © Frost Design
Denim-Bar at Myers Melbourne City - 10 - © Frost Design
Denim-Bar at Myers Melbourne City - 11 - © Frost Design
Denim-Bar at Myers Melbourne City - 12 - © Frost Design
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