Snowdome Foundation and Maddie Riewoldt’s Vision are two amazing charity organisations fighting for hope against blood cancers and bone marrow failure syndromes. This June, they’re combining their efforts to try and raise $300,000 to fund a world-first medical research project focused on improving the outcomes of bone marrow transplantations.
To reach this goal they’ve enlisted the help of some of Australia’s finest purveyors of food, wine and hospitality to throw the charity dinner of the year. The highly acclaimed Fred’s restaurant from the Merivale Group in Sydney will design and cook the menu. Architect Stephen Jolson is designing the space. The amazing Blake’s Feast is taking care of catering. While Town Square is on board to develop the branding, advertising, website and a documentary for the night.
Snowdome Foundation and Maddie Riewoldt’s Vision came up with the name, The Bloody Good Dinner (a bloody good name). This set the tone for the brand. This combined with the uniqueness of the event being a one off culinary experience, the single-minded funding goal and the innovative research. It was important that the brand was positioned accordingly.
To do so, Town Square looked beyond the tired and clichéd charity dinners of Crown Palladium and instead took its inspiration from some of Melbourne’s most iconic and contemporary restaurants. The design solution was found hidden in the cause, and the overall aesthetic was kept elegant and refined yet playful, just like the event itself.
The Bloody Good Dinner is one of the select pro bono projects Town Square undertakes every year to give back to the community.