Palm Beach is in full renaissance. Once fatigued, the shacks that line this coastal locale have been rejuvenated to embody a signature mid-century, retro charm. The neighbourhood itself now thrives as the Gold Coast’s go-to hot spot for cafés and dining. Located only 80 metres from the beach, Shack is a modern building with mid-century accents—a haven for relaxed, ocean-side living. Generous natural light fills each spacious apartment, pouring in from skylights, floor-to-ceiling windows and expansive wraparound balconies with views of the Gold Coast. Appointed with natural materials such as premium timber flooring, Shack invites those who call it home to breathe in the salt air and go barefoot.
Inspired by this old-world-meets-new redevelopment, we set out to design Shack’s brand identity, stationery, print collateral and signage. Our brand concept weaves both the past and present of Palm Beach into its DNA. We opted for design elements that reflect Shack’s laidback luxury—choosing fine lines, organic curves and warm colour accents. We kept the mid-century essence core to the brand identity, creating a custom script typeface much like the hand-lettering found in 1950s brochures. In addition to the retro feel of Shack, we wanted to reflect its premium offering. We chose a refined blackberry and gold colour palette—a nod to the luxury fittings, interiors and inclusions. The final result, an authentic brand that melds the charm of yesteryear with the understated and unparalleled cool of Palm Beach.
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