Background

Acre Ridge is a highly sought after neighbourhood. The setting starting out as a thoroughbred stud farm, to breeding award-winning show jumping horses to a productive apiary site for honey producer 5 Fat Bees. With an enviable pedigree, one of the horses on the site has a lineage that traces back to the legendary Rainlover, the champion who clinched the prestigious Melbourne Cup in consecutive years, 1968 and 1969.

Solution

To celebrate this legacy the brand is centred around the stables once on site. Brand pillars “heritage, exclusivity and expression” appeal to a discerning audience that know the location and have a strong sense of community in their beloved suburb. The visual language expands on its racing heritage by utilising patterns found on jockey uniforms. This combined with the traditions of stables forms a brand that honours its past while celebrating a promising future.

The details

Leather bound, singer sewn brochure reference saddles. All other touchpoints evoke quality, craftmanship and heritage. The marketing campaign is centred around exclusivity with a ballot system that sold out its first release within a week. Thus far, the project has been named top project with Openlot, is the most enquired about project with our sales agents and continues to garner interest in a challenging market.