What do you get when you combine some of Melbourne’s brightest hospitality veterans? Maggies Snacks & Liquor.

Maggie’s Snacks and Liquor was always a pipe dream from part owner Kaidee Grzankowski. When she was approached by Nathan Toleman (former owner of Kettle Black, Higher Ground, Top Paddock and a whole resume of amazing venues) to open a place in Brunswick East, she thought why not?

The challenge was to create something that felt elevated but not stuffy, fun but not tacky, delicious but not snobby. We discussed that the restaurant/bar would be fun and not take itself too serious and the food and drink would speak for itself.

I wanted these qualities to shine through in the branding. The heritage colours were inspired by the buildings interior and history. The brick walls and terrazzo flooring were the star of the show and we wanted the branding to compliment and match the vibe of the interior.

The result was a classically inspired brand with a rich and warm colour palette, a bold sign painted style logo, while the brand typeface was a light and legible monospaced font. Illustration was also a key part of the brand to introduce some personality and character that was such an integral part of the owners and their craft.