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The Bloody Good Dinner


The Bloody Good Dinner

Identity design
Art Direction

The Bloody Good Dinner is a joint collaboration between Snowdome Foundation and Maddie Riewoldt’s Vision to raise urgently needed funds for bone marrow failure and blood cancer medical research. In its third year, the 2019 fundraising event partnered with chef David Pynt from Burnt Ends—one of Asia’s top ten restaurants. Working with the event team, I set out to create an identity and event design that transcended the conventions and expectations of a charity dinner.
       Tasked with positioning The Bloody Good Dinner as a world-class, must-attend event in Melbourne’s cultural and culinary calendar, the challenge was to articulate a bold and unique vision for the event’s 2019 iteration—an identity design and thematic framework that surprised and intrigued, capturing the imagination of audiences and evoking the vibrant, contemporary barbeque offering of Burnt Ends.
       The result was The Fire One, a typographic and image-led identity and a crafted, fully-immersive dining experience where beauty meets chaos, and the energy, destruction and magic of the burning flame is countered with elegance and a delicate refinement. 
       The design response and brand narrative embodies the duality of the refined and the primal, and the tension between the light and the dark. Drawing inspiration from the classical technique of chiaroscuro and the still life paintings of the Dutch Masters fused with the innately human fascination with fire—its primal energy and potential for destruction, and its magical associations and cleansing qualities—the visual identity and experiential event design re-imagined the dining experience to create an unforgettable night of unhinged elegance.

Photography: Mark Roper
Stylist: Tamara Maynes

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