Block's fromage branding avoids cheesiness

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FestivalFromage_BLOG_1.jpgBlock's recent work for the inaugural Festival Fromage cheese festival held last month picked up Gold, and three Silvers at this year's PADC Skulls and, most recently, was acknowledged by many of Perth's senior creatives in Campaign Brief WA's just-published 'The Best of Perth' review for 2016.

The project become a labour of love for Block and expanded into an incredibly broad branding project that encompassed everything from the Festival's identity through 19 posters to the tasting cards given at the venue.
FestivalFromage_BLOG_2.jpg"We had spent nearly two years working with a major dairy on the launch of a new artisanal brand of cheese, unfortunately this project never saw the light of day, but when the guys at Fromage Artisans approached us with the opportunity to become involved in Festival Fromage we jumped at the chance, feeling that it would be the perfect outlet for our pent-up cheese-lust," said Block Creative Director Mark Braddock. "With the Festival Fromage branding, we wanted to create a fun, yet sophisticated, identity that takes inspiration from the exuberance of '80s design and the formality of French art-deco poster art."

The identity intriguingly incorporates the crow and fox of an Aesop fable about lust and vanity that features cheese. The overall effect is of a cheese festival that is firmly grounded in popular culture rather than traditional cheese snobbery.

"We have actually created three poster series for the one festival," added Braddock, "One is quite quirky and light-hearted, the second is more thoughtful and 'in-joke-ish' and the final are a set of minimalistic 'art posters'; that's the thing about cheese, it can't be pinned down to one thing, one audience, so we wanted to really play on that and ended up with 19 different posters."
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mark zagar said:

Nice work team Block

Josh said:

I. Love. This.

Rob Mitchell said:

Don't know about anyone else but I find too many ads today are so 'Addy' in their language - who talks like that? This seems to avoid that trap.

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