Town Square was tasked with positioning The Bloody Good Dinner as a world-class, must-attend event in Melbourne’s cultural and culinary calendar. The challenge was to articulate a bold and unique vision for the event’s 2019 iteration—an identity design and thematic framework that surprised and intrigued, capturing the imagination of audiences and evoking the vibrant, contemporary barbeque offering of Burnt Ends.

The result was The Fire One, a typographic and image-led identity and a crafted, fully-immersive dining experience where beauty meets chaos, and the energy, destruction and magic of a burning flame is countered with elegance and delicate refinement.

The design response and brand narrative embodies the duality of the refined and the primal, and the tension between the light and the dark. Drawing inspiration from the classical technique of chiaroscuro and the still life paintings of the Dutch Masters fused with the innately human fascination with fire—its primal energy and potential for destruction, and its magical associations and cleansing qualities—the visual identity and experiential event design re-imagined the dining experience to create an unforgettable night of unhinged elegance.

Town Square collaborated with photographer Mark Roper and stylist Tamara Maynes from Hart & Co. to create a series of images that would be used across the 2019 identity. The result was a suite of unexpected, evocative and striking imagery central to the identity design.

Working in partnership with the event team, a holistic design-driven approach was adopted and embraced. Every design touchpoint was considered, with communications, environment design and brand experience completely integrated to transport guests into another world.

You can check out The Bloody Good Dinner entry and the other finalists here or read about how successful the event was here. And if you’d like to discuss how we can breathe new life into your event or brand, contact Harry now.