Behind the Scenes
Crafting a Modern Boutique Brand Rooted in Heritage
The Margaret
In this student project, I was tasked with creating a brand identity for a fictional boutique hotel located at 74 Rundle Street, Adelaide—a site rich in history as the former location of Balfours, Australia's oldest bakery established in 1853 by Scottish immigrants James Calder and his wife, Margaret Balfour.
Margaret Balfour played a pivotal role in Adelaide's culinary heritage. In 1894, after the company's financial challenges during the 1890s depression, her daughter-in-law, Elizabeth Balfour, opened a stylish café, cake shop, and bakery at 74 Rundle Street, which operated for 110 years.
Brand Development
Drawing inspiration from this rich history, I named the hotel "The Margaret" to honor Margaret Balfour's legacy. The brand identity reflects a sophisticated, high-end boutique ambiance, integrating elements that pay homage to the building's storied past.
The challenge was to strike a balance between the classic characteristics familiar in high-end brands and the witty playfulness of a fresh, modern approach.
Digital Presence
I also designed a responsive homepage that showcases The Margaret's offerings, history, and unique charm, ensuring a seamless user experience across devices.
