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LANE’S EDGE WINE BAR

ABOUT

Lane’s Edge is an established wine bar in Melbourne’s CBD. The client approached me to refresh their brand and website while retaining key elements of their existing identity - such as the primary logo mark, which had already been applied across physical assets.

Through a brand audit and strategic review, I identified opportunities to modernise the visual language and improve overall usability - both online and in-venue.

This included addressing inconsistencies in their brand application, improving the customer journey on their website, and elevating the overall brand experience.

The refreshed direction introduced a more cohesive and elevated visual identity aligned with their target audience (young professionals and the hospitality scene). The website was fully redesigned to improve clarity, mobile responsiveness, and user experience, while updated brand elements were rolled out across menus and venue collateral - creating a consistent, engaging brand presence across all touch points.

Client & Stakeholder Management
Brand Strategy & Audit
Visual Identity Refresh
Illustration
Menu & Collateral Design
Website Design & Build (Squarespace)
Event & Marketing Collateral

Multidisciplinary Senior Designer based in Fremantle (Walyalup), working remotely with clients across Australia...|

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