Bridge road Richmond recently had an upgrade with the opening of Sisterworks latest social enterprise, Crafted Culture Cafe (CC). Serving up a delightful multi-cuisine menu, patrons can order food and beverages heroing products specially created by the migrant, refugee, and asylum-seeking women within the Sisterworks support network.
We were approached to identify a brand name and look and feel that could articulate with ingenuity, the cultures and flavors so deeply integrated within Sisterworks. The brand needed to be a canvas for cultural expression, an identity relying less on discourse and more on visual communication to send messages of diversity and inclusivity, whilst also considering the primary demographic to ultimately attract local foot traffic.
Authenticity was at the top of the list for every strategic and design decision, since building a facade around a service with so many layers requires a thoughtful and open approach. After a handful of engaging and thought-provoking workshops we landed on Crafted Culture, a name reflecting their people and products with enough clarity to signal a strong brand purpose. The design followed suit taking inspiration from the name, evolving into a colorful palette and set of organic shapes synonymous with craft-making – a well-rounded brand identity celebrating culture in every way.
Crafted Culutre doubles as a training facility for the ‘sisters’ to up-skill in customer service and hospitality. To drive this initiative, we materialised the brand identity through signage, menu and uniform bringing function and engagement prompts to a cafe seeking success in the hustle and bustle of Richmond.
We are proud to work closely with Sisterworks as they continue to enrich the culinary scene and offer more training programs for migrant, refugee, and asylum-seeking women.
