Ba’Get Russell Street, Melbourne
Our client approached Studio Equator with an already very successful family business – a Vietnamese bakery in Footscray, which they wanted to expand by opening a new shop in Melbourne’s CBD with a new name, brand and look that would be more modern, cool and could be easily franchised.
Our visual identity design was based on traditional Vietnamese script writing, and is supported by graphics that illustrate a mix of traditional and modern life in Vietnam. A giant 10m long mural in the shop entrance way displays the words of a famous Vietnamese poem in hand-painted script that complements the visual identity.
As the Vietnamese salad roll is a product of the French influence in Vietnam, and is traditionally a street food there, we wanted the design of the store to have a “street food” feeling with a touch of France.
This was achieved with the electrical cable feature installation running across the ceiling, the French-inspired wrought iron barriers and the street lamps lighting the entranceway. We also opened up the shopfront to help merge the indoor and outdoor areas, enhancing the street feel and encouraging interaction with passers-by.
We polished and kept the existing concrete floor, but added splashes of red paint in the corporate colour, to add interest. Custom vinyl tiles with hand-stencilled typical French patterns were used to decorate the ceiling bulkhead, and Studio Equator’s custom basket pendant lights were chosen to complement the theme, create a nice ambience, and to help attract attention from outside.
The first Ba’Get has met with instant success and a second shop in Melbourne’s CBD is currently under way, with many more to come.