Wrap DESIGN
CLIENT/ COOINDA LODGE KAKADU HOTEL
WORK/ design

Brief/ CREATE A LOGO, THEN a WRAP. Make it DIFFERENT. Make it ShAREABLE.

STORY/ During peak season (June - September) Cooinda Lodge in Kakadu National Park Australia, is not only packed with wildlife, it’s packed with humanlife. With beautiful, warm, balmy weather and nights you feel you can just reach out and touch the stars, many guests at Cooinda Lodge opt for the best al fesco dining experience ever - fish ‘n’ chips under the stars.

For the past few years, a nondescript van would be wheeled out from under its winter covers and towed into place. And every night for about 3-4hrs, guests could experience Kakadu’s finest - Barramundi (that’s a fish) & Chips (yum). Over the season, this meant an opportunity of possibly 132,000 guests enjoying the freshest fish ‘n’ chips in the whole weird (I’m writing this in Covid times) world.

So here was an opportunity to create and design something unique and special. With the local traditional owners creating the name “Too Deadly Takeaway” I was handed the opportunity to create something, well, umm…deadly.*

First, I decided we needed a logo. A cool logo. A fish logo. After submitting several designs, my paymasters chose the logo you see above, with the sharp teeth and over-exaggerated red eye (barra’s don’t have red eyes). With the logo approved and signed off, I continued on with the wrap design. I created a few options. Too many options if I was honest, when you have a passion for what you do, and you have a burning desire to do it better than anyone else, well that can be both a blessing and a curse. In my case, it’s usually a curse. You see, it’s so easy to get caught up in the purpose and creative journey, it’s easy to just keep pushing the envelope and then some... Soooooooo anyway, after a long design, refine, review, expletives, redesign, redesign, redesign process, my paymasters finally agreed on this deadly one.

*Deadly: Far from what you'd think, in Aboriginal slang, deadly means cool, awesome or great.

Client/  COOINDA LODGE KAKADU HOTEL

Joe/ Logo Design. Wrap Design. Photography.
Service/ Creative Design

Brief/  Design a logo. Design a wrap. Make it Deadly.
Target Market/ 180,000 Kakadu National Park visitors every year
Purpose/ Create the deadiest fish ‘n’ chips takeaway van, like, ever! Oh, and make it grammable.
Result/ Happy travellers

Photography © Joe Florian

Joe Florian Design/ WRAP DESIGN
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