Project Overview
Champagne Problems is Melbourne’s newest CBD bar. A venue set to bring a fresh kind of fun to the city for those seeking an unforgettable day or night out. Champagne Problems is where fun comes first – inspirational and accessible, renowned for its high-quality food and service. They needed a brand to communicate the bar’s electric energy, stop the scroll, pull people off the street, and entice everyone from your mum to your mate to your Gen Z colleague.
Project Commissioner
Project Creator
Project Brief
PLAYGROUND was tasked with giving Champagne Problems a personality (including its name), a distinct tone of voice and art direction that pops like its namesake. Champagne Problems caters to a diverse audience. Our mission was to capture this in tone, messaging and visual identity.
Project Innovation/Need
The vibe at Champagne Problems is larger-than-life yet refined and sophisticated. Playful and sassy, we bid farewell to seriousness and welcomed witty, magnetic, and a splash of silly, with a tone of voice and visual identity that is colour-rich, confident, and filled with zippy lines of copy. The hand-drawn illustrations by PLAYGROUND are inspired by the client’s comments about wanting to create an energy that was playful, fun and sophisticated all at once. Each illustration is its own little wonder, telling a fun, tightly packed, tongue-in-cheek story of living the high life.
Design Challenge
A place where boozy brunch slides into afternoon snacks and long, laughter-filled dinners, Champagne Problems’s vibe is larger than life. The embodiment of ‘Melbourne cool,’ yet refined and sophisticated. It’s an irreverent take on the OTT qualms of the privileged, and PLAYGROUND’s challenge was to channel this energy, poke fun and be playful, while remaining relatable and appealing.
Effectiveness
At first glance, Champagne Problems’ colour palette smacks you in the face. The neon green grabs your attention and pulls you in. As do the inverted type and illustrations, complemented by a tone that gives you a giggle and is oh-so relatable, the result is a look and feel that is fun, flirty, and cool. It fuels the audience’s desire to eat, drink, and dance the night (or day) away in a venue they’ll want to tell their friends about. The client is delighted and has carried the brand through the fit-out.
Tags
Graphic Design - Identity and Branding - Food
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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