Gardiner and Field


Jesse Feldy & Nick Gardiner had a vision to convert a tired old Armadale milk bar into a Melbourne cafe destination. They enlisted us to assist in brand naming and positioning and to produce the identity for the business.

Our mission was to create a brand that worked as an extension of their vision, something that would embody their passion and dedication to the project.


Brand Strategy

Gardiner and Field


The brief was to help this little cafe become a must visit destination among Melbourne's competitive cafe culture. The owners' vision was for a cafe that provided not only great food and coffee, but the other daily essentials such as newspapers, eggs, milk, locally baked goods and freshly roasted coffee.

In response to their request for a name that communicated a friendly, honest and local vibe, the name Gardiner and Field was developed. This name evokes the feeling of fresh, local produce as well as being a nod to the owners' surnames.

We worked with Jazz Feldy to create a brand identity with a classic modern look and a fresh take on the old world charm of the local area. We consulted on the roll out of the brand making sure this warm friendly feeling and sense of quiet sophistication was continued throughout the cafe.

Gardiner and Field

Photos by : Ben Alpass