The brief for this project was an exciting one – the client envisioned something bold, colourful and textural with an authentic hand-made quality for the flagship store of their new food concept at Westfield Bondi Junction, Sydney. The name, Kibbutz, references a collective agricultural community in Israel with a social and economic framework. When researching and exploring these unique communities, the majority of our design inspiration was drawn from the 1960s and 1970s, when the kibbutz movement was thriving. We were tasked with designing a visual style that resonated with this cultural concept as well as those with no connection at all. The real inspiration came from the agricultural foundations of the kibbutz model and the abundance of fresh produce that it provided to the community. The design of the pattern used throughout the visual identity reflects the ‘Seven Species’ listed in the Hebrew Bible as the staple foods consumed in the Land of Israel – wheat, barley, grapes, figs, pomegranates, olives and dates. The logotype embodies layers of texture – hand painted, patterned, hand-cut and coloured. The detail in the pattern within each letterform is representative of the crops and fields of a kibbutz. The deep red and purple reflect the pomegranate and pickles, with the contrasting greens adding a splash of freshness. The graphics also reflect the menu – locally sourced, seasonal ingredients prepared to traditional Israeli recipes with modern flair. While it was important to achieve an authentic, hand-crafted look, it was also necessary to create something that could be easily replicated across a number of materials – paper, wood, fabric and digital applications. Masking paint swatches to basic shapes provided us with the flexibility to adapt the pattern to various formats, with the sharp edges adding a complementary contrast to the textural fills. Cropping in on areas of pattern creates an unlimited source for unique backgrounds to apply for various collateral. The unique visual style we created has been applied to in-store environmental graphics, printed collateral, menu boards, staff uniforms and packaging, as well as online platforms.