Como Lane
Brand Identity & Creative Direction
Como Lane is a contemporary café in the stables, set within the historic grounds of Como House, one of Melbourne’s most prominent historical sites. Designed to sit at the intersection of heritage and modern café culture, the project balances refinement with approachability – honouring the site’s legacy while introducing a confident, elegant, everyday hospitality experience. Leading the design and creative direction, I worked across brand, interiors, naming, and positioning, guiding this joint venture between Scott Pickett Group, VenuesLive, and the National Trust of Victoria from concept through to execution.
Art Direction
Brand Identity
Brand Systems
Creative Direction
Digital
Graphic Design
Interiors
Materials Selection
Menu Design
Naming
Signage & Wayfinding
Social Media
Strategy & Positioning
Uniforming
Website & UI
ADDITIONAL PROJECT CREDITS
Alessandro Squadrito (Digital Photography)
AstroSigns (Signage)
Fitout Co (Interiors)
Juliet Sulejmani (Illustration)
TREND. (Web Development)
The brand system developed for Como Lane blends classic craftsmanship with contemporary sensibility. The identity, interiors, and tone of voice were designed to feel warm, independent, and quietly assured, to reflect the story of the site, and to allow the space, food, and rituals around European café culture to lead the way.
Working as creative director across multiple stakeholders, I aligned the brand, spatial direction, wayfinging, and positioning into a cohesive experience that could scale across signage, menus, uniforms, and digital touchpoints, and allowing the brand to expand further into other spaces that would be activated further into 2025.
Como Lane launched as a distinct new chapter for the Scott Pickett Group and for the National Trust, with a café that feels grounded in place, rich in atmosphere, effortlessly modern, but still intrinsically historic. The project established a flexible brand identity capable of evolving with the venue, reinforcing Como House as a living destination rather than a static heritage site.