The Turret Cafe
A heritage building in the heart of Ballarat’s CBD, The Turret is a household name loved by locals for as long as they can remember. Its rich history and iconic architecture make it a true landmark, and this legacy became the foundation for reimagining the brand.
The client had a clear vision for the café’s future, presenting us with an inspiring look at the new menu style and planned interior overhaul. Our task was to translate this vision into a brand identity that was simple, flexible, and easy to apply across all touchpoints; while celebrating the café’s heritage and the grandeur of the building itself.
The challenge lay in striking the balance: creating something fresh enough to attract new audiences, yet familiar enough to reassure loyal regulars who might resist change.
We approached the project with sensitivity to both audience and place. Two brand directions were presented, both rooted in the building’s unique architecture and cultural legacy. Ultimately, we proposed a phased approach to ensure the transition felt seamless.
For the visual identity, we retained the serif character of the previous logo to ensure continuity, while redesigning its structure to reflect the towering, elegant presence of the building. Design motifs were inspired by the café’s distinctive arched windows, integrated into a step-and-repeat pattern that paid homage to its heritage.
The colour palette was crafted to mirror the personalities of the two owners: a harmonious balance between grounded simplicity and creative flair—straight-talking meets bohemian charm. This duality gave the brand warmth, depth, and individuality.
The impact was immediate. Within 12 weeks of launching the new brand, foot traffic and sales had grown by 40%. The café quickly cemented its reputation as a must-visit breakfast spot in Ballarat, with weekends consistently booking out.
Beyond the numbers, the refreshed identity resonated strongly with locals and visitors alike. The café has since gone on to win multiple awards, including Best Café in Victoria, solidifying The Turret’s position not just as a local favourite, but as one of the state’s most celebrated dining destinations.
