A dynamic pop-up in a street food quarter, Rue & Co is designed to reawaken Melbourne’s CBD area, by establishing itself as a must experience foodie destination. eskimo was asked to ignite a sense of excitement about the initiative and lure locals to the area.

Building on the diamond motif of Rue & Co’s logo, we developed an accessible, contemporary take that reflected the city’s dynamism and Deco roots on the ‘Paris End’ of Collins Street.

A lively and graphic suite of collateral was created, with highlights including letterpress invitations and innovative street flyers made from plantable seed paper. In addition to this physical collateral, our campaign took a multi-channel approach across social media and online too.