Project/Client
Melbourne Food & Wine Festival
Collaborators
Photography by Kristoffer Paulsen Styling by Emma Byrne
Services
Creative Direction Art Direction Concept & Ideation Visual Identity Brand Strategy Graphic Design Marketing Materials
Meat and two veg suspended in jelly. A baguette in dish gloves. A three-legged head. In my first Festival at the drawing board as head of design, I wanted to make work that stopped people cold — and Les Mason gave me the blueprint. Mason's art direction for Epicurean magazine across 77 issues in the '60s and '70s helped define Australian graphic design, drawing from Dadaism, Arte Povera, colour field painting, and pop art in equal measure. That irreverence — that willingness to treat food as absurdist theatre — felt exactly right for MFWF25. 2025 marked 50 years since Mason's first Epicurean issue. The campaign, built around the line Feed Your Curiosity, channelled his visual daring through a contemporary lens: vivid, strange, and unmistakably Melbourne. It was a homage, but more than that, a provocation — a reminder that the most memorable food culture is always the most playful.
Meat and two veg suspended in jelly. A baguette in dish gloves. A three-legged head. In my first Festival at the drawing board as head of design, I wanted to make work that stopped people cold — and Les Mason gave me the blueprint. Mason's art direction for Epicurean magazine across 77 issues in the '60s and '70s helped define Australian graphic design, drawing from Dadaism, Arte Povera, colour field painting, and pop art in equal measure. That irreverence — that willingness to treat food as absurdist theatre — felt exactly right for MFWF25. 2025 marked 50 years since Mason's first Epicurean issue. The campaign, built around the line Feed Your Curiosity, channelled his visual daring through a contemporary lens: vivid, strange, and unmistakably Melbourne. It was a homage, but more than that, a provocation — a reminder that the most memorable food culture is always the most playful.
