South Melbourne Night Market
South Melbourne Market has been one of Melbourne’s most iconic destinations, and a favourite amongst locals and visitors, since it’s inception in 1867. Each summer, the market transforms itself into a magical night market, offering street food, designer stalls, eclectic entertainment and live music.
South Melbourne Night Market + NEVERLand
The team at South Melbourne Market came to Neverland with the goal of rebranding the event, and giving it a sleek, fun, playful aesthetic. They wanted a design which would capture the attention of their varied community, and communicate the fresh, summery, upbeat vibe of the event.
We decided to take an illustrative approach, and depict the energy of the market, including the playful performers, musical instruments, designer crafts and delicious street food. To add depth to the design, we infused each illustration with hand-made textures, and incorporated hand-lettering into the branding.
The event artwork has been rolled out extensively, into posters and flyers, print distribution materials, venue signage, interactive neon art panels, and more. In collaboration with a group of talented animators and developers, it was also brought to life as a moving image for digital advertising, and adapted as a responsive website.