Hustle Fitzroy Branded Environment

Bringing colour to iconic Fitzroy.

Fitzroy — an iconic of Melbourne and the inner-city mecca for all things cool, bearded and alternative (trying to avoid saying ‘hipster’ but you get the gist)! The whole area is kooky, graffitied and full of incredible coffee and bars — not an easy place to start something new in. When Edison was approached to create the branding and interior brand experience design for the owners of Hustle, we knew we would have to get down and dirty and put the branding ‘gloves’ on.

Through our naming tools we developed a shortlist of names that captured different aspects of the unique offer — narrowing down the list to Hustle Fitzroy because it just felt right. This name has sass and is memorable and easy to recall, a fact not only important for customer recognition loyalty, but because it needed to feel like it belonged — it was part of the fabric of Fitzroy and its bustle and cheeky irreverence.

The Hustle brandmark and design language is warm, expressive and up-beat. The softness of the colour palette strategically offsets the rough and gestural nature of the urban landscape. The texture and energy of the hand-drawn typography is harmonised by the minimalist brandmark and the accents of the pastel yellow add confident nostalgic tones through the interiors and take away packaged items. The bespoke typography on the facade of the cafe and throughout the interiors was handpainted by local Melbourne typographer Lachlan Philip — a mark of authenticity in an area renowned for its street art and urban grit. Incredibly unique fusion food, great design and coffee to boot — it’s our new favourite place to ponder.



Scope of Work

Brand positioning and strategy / Naming / Identity / Brand Collateral / Interior