THE
SHED

MELBOURNE CONVENTION & EXHIBITION CENTRE

Embrace the nickname.

MCEC noticed a prime location for a permanent cafe near their busy entrance on the banks of the Yarra. To pay homage to the building's nickname, "Jeff's Shed," the venue was aptly named after it. The logo design incorporates visual elements from the building, such as the yellow highlights and angled posts along the facade, creating a cohesive and memorable branding. The result is a unique and eye-catching cafe that not only caters to the visitors of MCEC but also serves as a distinctive landmark on the Yarra.

Jesse Steinfort  / Art Direction & Design  /  jesse@steinfort.com.au  / +61 405 145 667