MELBOURNE FOOD & WINE Melbourne Food & Wine Festival

We were asked to create a campaign to inspire the fussiest food critics to see the Festival with fresh eyes. To express our new platform ‘Discover Something New’, we created a series of posters crafted by hand, just like the dishes in top Melbourne restaurants. Inspired by classic food and beverage posters, we blend traditional screen-printing with a modern style to give this genre a fresh twist. Each abstract visual is designed to take the viewer on a sensory journey as they discover new elements with each glance. These limited edition A1 posters were hand-numbered, embossed and hand-delivered to Melbourne’s best restaurants. With an overwhelming amount displaying the posters, they served as a major talking point in the food community - igniting renewed interest from the press and receiving generous coverage on food, culture, and even design blogs.