Client / Overview

Nestled in the heart of the Camberwell Fresh Food Market, Pasture + Vine is an artisanal cheese and wine shop led by Blake Sebastian, a well-known and experienced character within the industry who is easily identified by his “cheesy moustache”.

The Pasture + Vine logotype is punctuated with the ‘E’s made of a grass and vine motif, a graphic nod to the business name. Beneath the wordmark is a moustache symbol in a hand-drawn style, its shape also echoing the grass and vine. Our aim was to imbue the brand with a sense of fun, creating illustrated portraits of each character – Blake alongside wine and cheese – all adorned with their own signature moustache.

Designs are brought to life by a simple, complementary yellow-and-purple colour palette.

The logo for Pasture and Vine. The E’s of each word are made of a grass and vine motif. Beneath the wordmark is a symbol of a moustache in a hand drawn style. The logo is deep purple on a yellow background.
Quad image showing the brand guidelines for Pasture and Vine.
Portraits of Blake Sebastian, one is a photograph of him cutting cheese in an apron (left) and the other is an illustration of his face showing his iconic octagonal glasses and moustache (right).
Closeup of purple and yellow Pasture and Vine flyer leaning against pickle jars on a shelf (left), back side of flyer showing map of the Camberwell Fresh Food Market and details about the shop.
Launch posters for Pasture and Vine in purple and yellow showing illustrations of cheese, wine and portrait of Blake.
Installation photos of the Pasture and Vine sign: two left images show closeups of the acrylic sign, while the right image shows two people installing the sign onto a wooden wall.
Closeup of Pasture and Vine acrylic signage showing illustration of cheese block caricature with moustache in purple on yellow with logotype below in yellow on purple.
Closeup of Pasture and Vine acrylic signage showing illustration of wine bottle caricature with moustache in yellow on purple with logotype below in purple on yellow.
Pile of Pasture and Vine business cards in a wooden tray on a table, showing yellow logo on a textured purple card (left) and back of business card leaning up against a pile of lemons in a wooden dish.
Round, yellow Pasture and Vine sticker on a piece of paper wrapped cheese sitting on a display of cut cheeses.
Round, yellow Pasture and Vine sticker on a piece of paper wrapped cheese sitting on a display of cut cheeses (left) and illustration of a piece of cheese with a face on it with a moustache (right).
Closeup up Pasture and Vine logo stamped onto a brown paper bag in purple ink. Rubber stamp sits in background.
Illustration of a wine bottle with a face on it with a moustache (left) and brown paper wine bag with logo stamped on it within a display of wine bottles on a shelf (right).
Closeup up Pasture and Vine logo stamped onto a brown paper bag in purple ink with wine bottles on a shelf.

Project Credits

Design, Typography & Illustration:
Drooly Noted

Sign Production:
Anchor Signs

Photography:
Drooly Noted

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