Starting something new in Fitzroy, Melbourne’s inner-city hub of cool and alternative culture, is challenging. The Edison Agency was tasked with developing a name and brand identity for a new venture in this vibrant, graffitied area known for its incredible coffee and bars. Through our Edison naming tools, we created a shortlist and selected "Hustle Fitzroy" for its sass, memorability, and sense of belonging. The goal was to craft a brand that resonated with the unique, edgy spirit of Fitzroy while standing out in a competitive landscape.
The Hustle brandmark and design language are warm, expressive, and upbeat. The soft color palette offsets the rough urban landscape, while the hand-drawn typography adds texture and energy. The minimalist brandmark and pastel yellow accents create a nostalgic yet confident tone. Local Melbourne typographer Lachlan Philip handpainted the bespoke typography on the café facade and interiors, adding authenticity in a street art-rich area.
The unique fusion food, great design, and excellent coffee make Hustle Fitzroy a standout spot. The brand’s design captures the essence of Fitzroy, making it a favorite place for pondering and enjoying the vibrant urban atmosphere.
