The brand fuses classic typography with a modern, fresh colour palette to create a sophisticated design fitting its professional setting. The brand’s icon is inspired by architectural elevations, and the intersections of letterforms, expressed through elegant linework.

The Brief

Forming part of the new Wesley Place precinct in the heart of Melbourne CBD, Charter Hall has refurbished the existing office space at 150 Lonsdale Street. The building has a long and storied history including many years as the home of The Bureau of Meteorology.

Part of this refurbishment included a complete re-imagining of the lobby space and the creation of a new cafe for precinct workers, and the general public. Charter Hall approached BrandWorks to develop a strategy, name and brand for this new cafe, as well as signage and collateral roll-outs.

Challenges

We took inspiration from the rich history of the site and the precinct to develop a concept and brand that reflected the various iterations and uses of the space since Wesley Church was built in 1858.

Foundry Lane was the original name of one of the adjoining laneways around what is now Wesley Place, and was selected from a shortlist of historically and contextually relevant names for the cafe.

Our Approach

The brand fuses classic typography with a modern, fresh colour palette to create a sophisticated design fitting its professional setting. The brand’s icon is inspired by architectural elevations, and the intersections of letterforms, expressed through elegant linework.

Cementing the historical theme, the brand is supported by collage elements which overlay archive photos and images of the precinct over the years.

Collateral and signage items are simple and understated to fit in with the surrounding lobby aesthetic, typically featuring one signature colour and minimal typography.

Outcomes 

Foundry Lane opened in June 2022, and since then has been providing a warm welcome to workers arriving at Wesley Place each morning.