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BLUETRAIN VISUAL IDENTITY & STATIONERY


Bluetrain visual identity & stationery

09.10.13

Create Awards 2nd Place 2014

Blue Train café is a well-known and iconic business that has been operating in Melbourne’s Southgate precinct since 1993.  An immensely popular eatery with a large and loyal customer base, Blue Train engaged Studio Equator to design a full rebrand and new fit out for the business in celebration of their 20th year anniversary.  They wanted to recreate and refresh the brand to strengthen their iconic status, while still retaining the existing soul of Blue Train.

We suggested that “Blue Train Café” should be condensed and simplified to “Bluetrain”, and that the tag line “Melbourne’s meeting place” should be added to communicate the brand’s core message.  We wanted the new brand to convey a personality, and to tell the Bluetrain story.

With a view to longevity, we wanted to create a strong brand that would not date, and could last at least another 20 years. We developed a geometric pattern that is simple enough to allow growth across all applications both graphical and architectural, and will not date.  The pattern makes a strong impact, and can also be easily adapted to different colour palettes if required.

The triangular pattern also complements the City of Melbourne branding, and is reminiscent of the architecture of Federation Square and many other iconic buildings, reinforcing Bluetrain’s strong connection to and love of Melbourne’s culture.

The pattern and other elements of the new brand were applied to print collateral including business cards, letterheads, ticketing, menus and uniforms, as well as to the new website, signage, and to elements of the restaurant’s fit out.