Newtown Social Club by Liquorice
Opinion by Richard Baird Posted 9 August 2012
Newtown Social Club is a cafe and coffee shop located in the Fitzroy district of Melbourne. Following a recent refurbishment, brand design agency Liquorice Studio developed a new visual identity for the cafe that juxtaposes organic, natural wood prints, hand stamped print finishes, a pastel colour palette, unbleached and uncoated material choices alongside the utilitarian and geometric qualities of a neutral typeface, grid based layouts and perforated self adhesive labels. The result is an earthy craft-based aesthetic executed with a consistent, small-scale sense of practicality that neatly reflects the cafe’s interior, locality and handmade, hand selected products.
“Following the recent interior work of Edwards Moore, Jake and Andrew of Newtown Social Club commissioned Liquorice Studio to rebrand and relaunch their business in Brunswick Street, Fitzroy. The refreshed graphic identity is simple and clean, however below the surface it is rich with detailing reflecting an understated yet personal touch.”
“The identity includes a bespoke typeface ‘Newtown Grotesque’ developed in a regular and stencil weight and based on Jake and Andrew’s love of 20th century technical manuals. Inspired by Edwards Moore’s feature panelling, a neighbourhood fig tree sits dissected in a café jar and is used as stamps for their stationery. The pastel colours of Newtown’s 1950s crockery inspired a suite of colours for their coffee packaging and stationery.” – Liquorice Studio