Ebony is a brand identity designer and strategist based in Melbourne, Australia. She specialises in bold and bespoke brand identities for the creative and courageous.
She currently leads brand design practice @whotheheck.is.
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@ HECK
Sorsi e Morsi
︎︎︎ Café, Restaurant
︎︎︎ St Kilda, AU
︎︎︎ 2023
︎︎︎ Café, Restaurant
︎︎︎ St Kilda, AU
︎︎︎ 2023
A major brand update for a rustic, neighbourhood Italian restaurant in the heart of St Kilda. This rebrand was all about creating a style that felt right at home – like it had always been there – while also offering a fresh, renewed aesthetic that repositioned them equally as café and restaurant.
Logotype in debossed leather
More at whotheheck.is/Sorsi-e-morsi
Brand Identity Packaging
@ HECK
Filly’s Stable
︎︎︎ Fashion Store
︎︎︎ Albert Park, AU
︎︎︎ 2023
︎︎︎ Fashion Store
︎︎︎ Albert Park, AU
︎︎︎ 2023
Already a cutting edge store with a strong style signature, Stable were looking to make this clear in their printed brand expressions.
A general update to the Stable brand retained the existing logo, with the addition of colour, pattern, and a selection of brand fonts.
Once the brand was refreshed, an updated suite of retail packaging and stationary was released in time for the 2023 festive season.
More at whotheheck.is/fillys-stable
Brand Identity Postcards Packaging
@ HECK
Sedni Studio
︎︎︎ Furniture Studio
︎︎︎ Melbourne, AU
︎︎︎ 2023
︎︎︎ Furniture Studio
︎︎︎ Melbourne, AU
︎︎︎ 2023
Looking to fashion and architecture for inspiration, Sedni Studio’s brand identity focusses on platforming the studio’s products across all assets. With the studio’s strong focus on texture and unconventional materials, this approach was vital to showcase the difference in the details.
A strong grid and sense of structure is complemented by fun uses of background colour and large scale imagery, with a strong typographic heirarchy throughout the brand language.
MORE AT whotheheck.is/sedni-studio
Brand Identity Business Cards Postcards Website
@ HECK
Indochine Vietnamese
︎︎︎ Restaurant
︎︎︎ Box Hill, AU
︎︎︎ 2021–ongoing
︎︎︎ Restaurant
︎︎︎ Box Hill, AU
︎︎︎ 2021–ongoing
Revitalising the existing identity for a Box Hill institution – resulting in a fun and vibrant visual identity for a veteran Vietnamese restaurant.
A longterm relationship now, Indochine have been investing in updating all of their assets since 2021. The brand has transformed greatly in that time, and features a brightened colour palette, updated menu designs and a flashy new neon sign out the front.
Indochine Instagram Layout
Copy Sample 01 – TAGLINES
“3182 SINCE 1991”
“PROUDLY PHAM-CHU OWNED AND OPERATED SINCE 1991”
“THE PHAM-OUS PHAM-CHU PHO”
Copy SAMPLE 02 – INstagram Captions
“OUR CRUNCHY, SALTY, PEPPERY CALAMARI IS PERFECT WITH A FRESH BEERLAO ON A SUNNY SUMMER AFTERNOON. JUST SAYIN’!”
“THE JOY OF OUR MENU IS IN MIXING, MATCHING, AND WRAPPING IT UP!
CHOOSE OUR SIGNATURE SUGARCANE PRAWN, NEM NUON PORK OR THE A CLASSIC LEMONGRASS PROTEIN – ADD SOME LETTUCE – SOME MINT – BEAUCOUP VERMICELLI NOODLES – DUNK YOUR RICE PAPER INTO WATER – WRAP THEM RIGHT UP AND VOILA! YOU’RE DONE, AND THEY’RE YUM!”
“3182 SINCE 1991”
“PROUDLY PHAM-CHU OWNED AND OPERATED SINCE 1991”
“THE PHAM-OUS PHAM-CHU PHO”
Copy SAMPLE 02 – INstagram Captions
“OUR CRUNCHY, SALTY, PEPPERY CALAMARI IS PERFECT WITH A FRESH BEERLAO ON A SUNNY SUMMER AFTERNOON. JUST SAYIN’!”
“THE JOY OF OUR MENU IS IN MIXING, MATCHING, AND WRAPPING IT UP!
CHOOSE OUR SIGNATURE SUGARCANE PRAWN, NEM NUON PORK OR THE A CLASSIC LEMONGRASS PROTEIN – ADD SOME LETTUCE – SOME MINT – BEAUCOUP VERMICELLI NOODLES – DUNK YOUR RICE PAPER INTO WATER – WRAP THEM RIGHT UP AND VOILA! YOU’RE DONE, AND THEY’RE YUM!”
MORE AT whotheheck.is/INDOCHINE
Brand Identity Signage Business Cards Menus Website Social Media Copywriting
@ HECK
CBBCo.
︎︎︎ Brewery
︎︎︎ Tweed Heads, AU
︎︎︎ 2023
︎︎︎ Brewery
︎︎︎ Tweed Heads, AU
︎︎︎ 2023
A different take on an Australiana-inspired brand for a brewery with a bush bashing spirit: Caldera Brewing and Blending Co.
Brand Identity Copywriting
Selected Projects
2023
Pasta Gustavo
[WIP]
2021
Sorsi e Morsi
[WIP]