Mars Miller
Where History Meets Transformation
A Full-Service Branding
Strategy, Branding, Collateral, Graphics Package
BRIEF
Mars Miller is a coffee kiosk located within a premium office tower at 130 Lonsdale Street, Melbourne—part of the Wesley Place precinct, where heritage architecture meets modern urban life. The project was commissioned by Charter Hall, one of Australia’s leading property groups and a returning client of BrandWorks. Having previously partnered with us on Foundry Lane, Charter Hall approached BrandWorks once again with a similar scope: to develop a name and brand identity for a café they were bringing in-house after the departure of a previous operator. The project came with a tight turnaround of under three months, requiring swift yet strategic execution.
The brief was straightforward but demanding—create a compelling identity that would work within the constraints of the existing kiosk, including a pre-determined material palette of bronze and brass, and appeal to a professional audience in the heart of Melbourne’s CBD. With no changes to finishes or fit-out, BrandWorks needed to create something fresh and distinct while staying grounded in the physical and cultural context of the site.
APPROACH
We began by exploring the rich historical context of the Wesley Place precinct, home to the iconic 150-year-old Wesley Church. From this research, we crafted a shortlist of names inspired by local stories, heritage figures, and the significance of place. The name Mars Miller was selected—an homage to a historic figure associated with an olive tree still standing on-site—bringing authenticity and emotional depth to the brand.
The visual identity embraced minimalism and refinement to suit the surrounding aesthetic. Working within the existing kiosk’s bronze-toned finishes, we developed a restrained but elegant brand system. A bespoke monogram referencing the olive tree added symbolism, while adaptable layouts and a clean type system ensured consistency across digital and print collateral. From embroidered aprons and coffee cups to signage, menu displays, and Instagram templates—all assets were designed and delivered in under two months, allowing for a smooth transition into launch.
OUTCOME
Since its opening, Small Holdings has been met with an overwhelmingly positive response. It currently boasts a 5-star rating on Google, praised for its high-quality coffee and freshly baked goods. The brand successfully embodies the artisanal, welcoming ethos it set out to achieve, offering a convenient yet premium experience for travellers and locals alike. The thoughtful design and branding have contributed to the success of the venue within the airport’s new food and beverage landscape.
