Brand Identity & Visual Storytelling

Wheeler’s Estate

Developed a cohesive brand identity and visual direction for Wheeler's Estate, a lifestyle venue, to enhance brand recognition and create consistent experiences across all touchpoints.

Scope

Brand Identity, Collateral, Digital, Social Media

Industry

Lifestyle /F&B

Year

2023 - 2026

This project involved contributing to the branding and visual storytelling direction for Wheeler's Estate, a lifestyle venue known for its dining, events, and experiences. The goal was to create a cohesive visual identity that reflects the estate's heritage, atmosphere, and lifestyle positioning.

OVERVIEW

Indoor concert venue with many people sitting at tables, stage with blue lighting, and string lights hanging from the ceiling.
Close-up of a red and white Christmas ornament with a snowy appearance, surrounded by festive decorations including greenery, red berries, and a gold and black ribbon. The background includes colorful, bokeh-style lights.

As a lifestyle brand operating across multiple customer experiences and events, Wheeler's Estate needed a more cohesive visual identity to strengthen brand recognition and ensure consistency across marketing materials. digital platforms, and on-site touchpoints.

The challenge was to balance heritage elements with a modern, lifestyle-driven aesthetic that appeals to a diverse audience.

CONTEXT

Night scene of a busy restaurant or bar with illuminated interior visible through large glass windows, and people walking and gathering outside on the sidewalk under a starry sky with a crescent moon.

The approach focused on developing a visual direction that communicates elegance, warmth, and authenticity.

  • Crafted a timeless brand identity inspired by the estate's heritage and natural surroundings.

  • Established a refined colour palette, typography and visual language.

  • Ensured flexibility across different applications while maintaining brand consistency.

  • Used visual storytelling to reflect the atmosphere and experiences of the estate.

STRATEGY

Brand style guide with color palette, logo design, typography, and visual language featuring interior cafe images.

The visual identity was rolled out across multiple touchpoints to create a seamless brand experience.

  • Logo and brand identity system

  • Menu design

  • Event collaterals and posters

  • Social media design

  • Signage and wayfinding

  • Merchandise and branded

EXECUTION

A black folded menu with white and red decorative text on a plain grey surface.
Close-up of a smartphone screen displaying social media pages and advertisements for Wheelers Estate, a restaurant with links to social media accounts and upcoming events, including concerts and promotions.
Street view with a large black sign reading 'Wheeler's Estate' in front of a road with cars and streetlights, trees in the background, and a blue sky with clouds.
A wooden board with a grilled steak garnished with herbs, served with roasted vegetables and two small bowls of sauce or seasoning. The image has a logo for Wheeler's Estate and promotional text for Tomahawk Tuesday with a discounted price.