Rhubarb Rhubarb is a beloved family business that has been at the Preston markets for 20 years. In 2016 Brave New Eco was engaged to fit out a new location within the market. The store was such a runaway success that by 2018 they had already outgrown the space! The opportunity then arose to take over a large site in an under-utilised corner of the market - Pam Lane. It was a risk for the owners Haydn and Sue to leave their highly visible position for a quiet corner but the shift would allow them to expand their stock range and add a cafe - plans they had longed dreamed of. So Brave New Eco was engaged for a second time to design the fit out. The large industrial style shell was an opportunity to solve some of the workflow issues smaller stores have around receiving deliveries, sorting and washing stock and dealing wth customer flow during busy periods. The space was complex with market-side and carpark frontage. A great deal of attention was paid to the experience for both sides of the counter - ensuring the ergonomic flow of tasks for staff and a pleasant and efficient shopping experience for the customer.
The new location required a fresh brand identity that would grab shopper’s attention to pull them into this quieter corner of the market. Brave New Eco worked with Tim from Baker Studios and drew inspiration from the colours, fonts and images found on vintage fruit boxes to create new branding. Beci Orpin was commissioned to design a mural for the shop exterior facing into the market. Working together Beci, Tim and Megan created on a palette of colours that could be used across the interiors, branding and mural. The painterly skills of Abbey Rich bought the mural to life over several days. The joyful and colourful display of sun rays and produce provides a great bookend to the pre-existing Minna Leunig mural on the shop’s carpark exterior facade.
The response to the new store has been overwhelmingly positive by both staff and customers old and new. Several months on from the opening this zone of the market is now a bustling hub of activity. The delightful mural, sunny interior colours, gorgeous fresh produce and steaming coffee are an optimistic beacon to Preston market shoppers. Rhubarb Rhubarb are now open 7 days a week and are also delivering their famously good fruit and veg plus a comprehensive grocery range to Melbourne’s inner north.
Photography by Emma Byrnes