Lightning minds want to build around a community of people who see how positive and rewarding it is not to be controlled by alcohol. Lightning minds voice is honest and jovial. The brand doesn’t take itself too seriously but is very serious about its message. Lightning minds customers are people who have decided to abstain…
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Easy Tea is a sophisticated Iced Tea targeted at experienced diners as an alternative to Alcohol. An alternative that’s not too sweet and full of sugar. The brand traits are Simplicity, coolness, refreshment & effortlessness. We embraced with whole heartily in the branding with clearing showing we are not a supermarket Iced Tea brand and…
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The Longueville Hotel is an institution in Sydney’s Lower North Shore. PKD / Paul Kelly Design was given the task of updating the venue with a modernised nostalgia of Palm Springs in the 50’s. The brief supplied to Folke Army was retro feminine with glimmers of another era for all internal branding & signage. As…
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The brief for this fish & chip QSR was “no blue and white, no fish, no nets, no reference to the ocean. We want to stand out and not be the expected fish & chip venue.” We wanted to have fun with the branding and packaging that would resonate with customers, we did this with…
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The Bentley Group relocated and wanted to rebrand their award-winning Monopole restaurant from Potts Point Sydney to the Sydney CBD. A light-filled spaced needed a playful casual approach. The shapes used throughout are in reference the Calder inspired mobiles that feature in the venues, these have been used across all collateral and uniforms as well…
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The Bentley Group approached FOLKE ARMY in creating the branding for their new restaurant concept. Ria PIZZA + WINE is new direction for the group as they have always played in the high end of dinning, By bringing their highly respected and awarded pedigree to pizza + wine it needed to stand out and not…
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Milton Eggs are pasture-raised at Milton Farm. There are 60 hens per hectare and they will be free to roam the paddocks between sunrise and sunset, protected by Maremma shepherd dogs. At night, they roost in Chicken Caravans and also lay/nest inside the caravans. These are moved once or twice a week, so as to…
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Paul Kelly Design is a leading interior architectural firm in Australia focusing on hospitality venues from Fine dinning to mega pubs. I wanted the branding to represent architectural plans and the idea of piecing elements together to create the end product to reflect PKD’s practice.
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Bedouin Coffee is a new roaster based in London. Bedouin uses the purest water by using the waste from beer brewery and top coffee seeds from South America and Africa. Bedouin is stocked exclusively in their parent company’s (The Initiative Group) venues for the first 12 months to refine and perfect their operation before they…
Read MoreBe Your Best Self is a online program by The Broad Place. A carefully curated program for you to begin the process of releasing yourself from being a prisoner of your thoughts and learn how to become a pioneer of your future. The Broad Place Be Your Best Self Program is designed to help you practically begin the…
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Botanica Restaurant in Sydney’s Vaucluse is set amongst a mini farm with vegetables, herbs & spices grown on site along with a range citrus trees. The brief was to create a strong icon and logo to represent the garden surroundings as well as keeping a strong focus on the core demographic of affluent women.
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Bistecca is an Italian classic cocktail bar and restaurant by liquid & Larder (Burgerhood), dedicated to Tuscany’s revered cut of steak, bistecca alla Fiorentina, and Italian grape varieties. Spanning three distinct spaces in a heritage-fronted building Sydney Australia, Bistecca delivers the ambience and bravado of Italy’s famed ristoranti and enoteche via a cocktail bar, 50-seat…
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Located on the iconic Pacific Coast Highway, across the street from the world-famous Surfrider beach, The Surfrider is a modern California Beach House, inspired by the picturesque Malibu landscape and rich heritage of California surf culture. Personifying Malibu’s historic beach-town community, the complete redesign of the original 1950s-era motel has transformed The Surfrider into a contemporary…
Read MoreSelph is a Selph is the translation of the hindi word सेल्फ , meaning ‘self’. The brief was to balance eastern traditional practices with a modern studio for an audience who want a stylish mind body balance in their practitioners. The perfect horizontal line that all characters hang from in traditional Hindi typography was a…
Read MoreBurgerhood is an American style burger joint in Balmain, Sydney. The owners of Burgerhood are well versed in hospitality with decades of experience in the kitchen and behind the bar. Our brief was to create a family friendly suburban Burger joint aimed at Kids to Tradies. Burgerhood is another venue in their portfolio of restaurants…
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Rosemont Hall built in 1924 has hand many different business in its time and most recently was divided into three retail spaces which has now converted into a large dining precinct that houses Sunnys Shop a casual South East Asian eatery focusing on fast eating in the lane way or foot path to feel like…
Read MoreEnhance is an online program by The Broad Place. The brief was the create a video logo for The Broad Place website as well as social media channels. I wanted to show what the program and enhance the title meant to me after completing the program. I shot this video of the clouds parting and…
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Jason Grant is one of Australias most sort after interior stylist. Jason has published 4 books to date with more on the way as well as a product line co created with the Charles Parsons Group. Jason wanted to keep his name but separate himself slightly from the Mr Jason Grant brand and Folke Army…
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After a series of failed attempts by various teams, we were approached by Justin Hemmes of Merivale and his key architects and designers, Akin and Amanda Talbot, to create the brand identity that this spectacular NSW venue deserved. The concept for The Newport was to look and feel like a festival where you can wander around,…
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The brief provided was 1950-1960’s Americana beach burger shack. We interpreted this with the use of custom typography and colour palette, along with the styling of the secondary language icons and patterns. As Betty’s is a rapidly growing business, with 8 stores opened within 2 years (and many more to come), the collateral & packing…
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The Bentley groups (Bentley Restaurant, Yellow, and Monopole) latest venue CIRRUS is in prime location at the Sydney’s new Barangaroo development. This is the group’s first seafood restaurant concept and their first time bringing in an outside designer to work on branding menus & signage. After meeting with the architects and seeing their concept, we focused…
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The Broad Place has a wide range of product inspired by Ayurveda – an ancient mind body science still commonly practiced in both the East and West today. Our mission was to redefine the common branding of Ayurvedic products while honouring this ancient tradition and methodology. Folke Army helped develop a number of products, along…
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The owners approached FOLKE ARMY during the very early stages of their concept, where we developed and enhanced not only the brand but the user experience on every level. This spanned the graphic design for the entire venue, product design, uniform design and production, launch, press management, advertising and staff acquisition and training.
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District Brasserie is multi million dollar dining extravaganza in Chifley Towers in the heart of Sydneys financial district. The brief was to make a comfortable and welcoming restaurant aimed at the local workers who work in the tower above and surrounding areas for power lunches and an environment they can come back in the evening…
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Babicka was born whilst Arran Russell and his business partner Alex Clarke travelled the Czech Republic. Inspired by tales of the mystical wormwood plant and the Babickas who harvested it for use in their incantations. In the mystic history of Czechoslovakia, a Babicka was the term used to identify a group of 16th century grandmothers…
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