The bicycle above was submitted to Design Annual 2019 as part of a series branding campaign submitted by Hoyne. Designed by Creative Directors Peter Drew and Matt Barratt and Designers Pete Georgiou and James Fitzgerald, the campaign aimed to promote Epicure by communicating “to locals a return to the international style and charm Leichhardt was once famous for – generous space to entertain family and friends and intimately connected to great food and culture; a return to ‘La Dolce Vita.’” The Italian aesthetic appealed to the community of the suburb and reminded them of the area’s heritage.
