Melbourne boasts a rich foodie culture, with Coles and Woolworths dominating the mainstream retail landscape.
In this highly competitive marketplace, our challenge was to re-engage people with the brand. To achieve this, we needed to focus on what consumers truly desire: authenticity, real food, and a genuine food experience.
More specifically, we aimed to highlight what makes the brand unique: a true destination, a food paradise. This has been proudly cultivated by three generations of the Makool family, who carry a deep Lebanese tradition of sharing and a love for food.
This essence was brought to life through an infinitely modular visual identity. Each consumer touchpoint is assigned a unique color and pattern, such as sophisticated golds for core ranges and vibrant pattern illustrations for routes and cafes.
The result is a playful, dynamic, and engaging identity. It's anchored with a contemporized Middle Eastern design element and the tagline "Your Food Paradise."
Since the rebrand, sales have surged by over 40%, and Oasis has expanded to three additional locations.
Sydney, too, boasts a rich foodie culture, with Coles and Woolworths dominating the mainstream retail landscape.
In this highly competitive marketplace, our challenge was to create a brand that feels as if it originated from the people, for the people.
More specifically, we aimed to underscore what makes the brand unique: a place where people work wholeheartedly, offering products that originate from the heart of the countryside.
This essence was captured with a nostalgic icon of a farmer, crafted sans-serif typography, and a family insignia endorsing its familial origins.
The result is a bold, engaging identity that exudes authenticity and locality – a new "Heartland" for premium produce in Beaumont Hills, NSW.
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