Joe’s Milkbar is an eatery in Albion Park on the south coast of NSW, built on the premise of simple, classic good food made with local ingredients to support and integrate local businesses. Located in a quaint small town shopping centre, from the outside looks like a typical chicken shop.

A classic case of under-promise and over-deliver; with their own milk buns and donuts made in-house, they attract raving fans from all over the local region and even as far up north as Sydney. They take pride in executing their craft well, while having lots of fun along the way with down-to-earth Aussie attitude.

Working closely with founder and head patty-flipper Joe Lee, we developed a visual and verbal identity that was applied across uniforms, menus, signage, packaging and digital design. The low branding budget meant we relied more on illustrations and copywriting over photography. The result is a distinctly Australian celebration of the important things in life – simple, good, proper food, with a side of banter coated in humourous, intentional puns.