Purpose-driven integrated communications agency Think HQ has developed and delivered the brand identity, PR and social media strategy for Marko, a new casual diner with a focus on locally sourced, natural and 100 per cent plant-based ingredients.
Think HQ created the logo, packaging, photography, signage and website, with the tagline ‘Naturally plant-based’ carrying through the various executions. The agency also created and managed all PR and social media launch activities for the all-natural eatery nestled on the edge of the bustling South Melbourne Market.
Think HQ senior graphic designer Melissa Hill said the brand design melds vintage and modern aesthetics, with the visual identity inspired by the concept of “food nostalgia, and a nod to the days where fresh, locally-grown produce was not a luxury, but a way of life.”
The logo was inspired by vintage type. Vintage motifs including sunbursts and tablecloth checkers are referenced throughout, made modern with bright pops of colour and a playful sensibility. Bright, primary colours evoke a summery, Mediterranean freshness, referencing a region renowned for a fresh food diet, as now offered by Marko.
“We’ve strived to keep the Marko brand casual and unfussy, striking a balance between visual consistency and playfulness. The logo can be tweaked to create fun new variations particularly suited to merchandise or stickers. In doing so, we’ve provided this ground-breaking new restaurant with a visual identity that can grow with them as they convert swathes of newcomers to flavourful plant-based eating,” Hill said.
The partnership signals Think HQ’s further move into the commercial space with values-aligned clients focused on positive outcomes for people, places and planet.
Marko co-founder and food industry veteran Dehne Bingham came up with the concept for the diner during Melbourne’s pandemic-enforced hospitality hiatus, drawing together a group of like-minded problem solvers to bring the idea to life.
“Research suggests one in two Australians want to reduce their red meat intake, so we’re widening the pathway to plant-based food by giving people more options that taste good, and that they can feel good about eating. The impressive branding and creative design Think HQ delivered really hit the mark in positioning us in this under-served but growing market where plant-based food is the star of the show,” Bingham said.
Agency: Think HQ
Production: Think HQ
Founder & Managing Director: Jen Sharpe
Head of Creative: Andy Lima
Senior Graphic Designer: Melissa Hill
Copywriters: Ryan Graf
Photography: Nick West
Food Stylist: Bridget Wald
Production Manager: Natasha Bauer
Head of PR: Alice Suter
PR copywriter: Joseph McMahon
Media Relations: Emma Schwarer
Digital Strategist: Louisa Moy
Social media: Jade Delios Callanan
Web Development: Shanaka Katugampala, José Rojas, Antony Dabonde