Identity
Art Direction
Copywriting
Roll-Out
Plunging Down Under
with WAC
2023
After delivering a hard-hitting ice-hockey-themed final in Vancouver in ’22, we drew inspiration from the retro, eclectic aesthetic of the Australian milkbar for the Championship’s 15th year in sunny Melbourne.
Though milkbars are now a rare find, they remain a nostalgic symbol of chilled summer days spent grabbing sticky ice creams and pick ’n’ mix lollies between sandcastle contests and kick flip practice. This fun and nostalgic theme was the perfect fit to uniquely represent the laidback and vibrant personality that both the competition and its host city share.
For each year of the World Aeropress Championship, we help build an immersive experience that starts at digital touch points and comes together in an unforgettable world final event.
For Melbourne, the story came to life through vibrant signage, milkbar-inspired textures, and a playful abundance of stickers and language.
The WAC 23 brand is built around a series of marks nd playful set of marks inspired by retro milkbar ephemera like classic shop labels, fruit stickers, bread clips and bottle caps. The layering and ‘overuse’ of these elements helps build the vibrant and eclectic milkbar world.
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The brand language for WAC 23 merges punchy, sloganesque advertising with playful nods to niche Australian slang. This fun-filled summer event is dubbed 'Plunging Down Under'. As competitors are knocked out, they’re cheekily labelled 'Sold Out' while the event serves up 'Mixed Business' for coffee lovers. Every moment brims with excitement as expressions like 'scorcha', 'crikey', and 'blimey' become the superlatives of the season at this Ripper Coffee Comp'.
Working with Ben and the studio over the last two years has been a dream. They have taken what was already a well recognized, globally adored brand to a whole new level of engagement.
We're excited to see what the future holds for our partnership and owe much of our recent success to the impactful brand identities and communication systems they've created for us.
- Grant Gamble, Creative Director, World Aeropress Championships
