Branding / Excelsior Jones
Having worked with Anthony Svilicich for many years when he owned Le Monde Cafe in Surry Hills, we were delighted when he and James Naylor announced they were opening a new cafe in Ashfield, called Excelsior Jones. They approached Honey Rogue with the task of assisting in brainstorming a name for the cafe, as well as carrying that chosen name through a full brand development program.
For the menu design we opted for an interior A5 booklet with a hardcover outer, lined in an interior-matched Premium Buckram. Internal die cuts hold the paper parts in place and the clear foil blocking on the cover provides a striking yet subtle brand reinforcement.
We spent a Saturday in the Ashfield Historical Society Rooms poring over decades of Sands Directory entries, old sub-division plans, history articles and publications, to immerse ourselves in the past lives of this suburb.

Our research turned up a number of fantastic names, from previous owners of the shopfront, to businesses that operated out of that space in the early 1900s. Finally, we came across two names which were used for Queen St (where the cafe is situated) prior to it being subdivided into smaller blocks and taking the official name ‘Queen St’. These were ‘Excelsior St’ and ‘Jones St’. Anthony and Jimmy locked in on those names combined, feeling that it kept the link to the history of the suburb as well as having a rather regal sound to it.
From there our job was to create a logo that captured the history of the area and had a level of retro feel that referenced the previous lives of the building (locksmith, boot repairer, grocer, corner store, leatherwork, butcher etc.), whilst still giving the cafe a new and contemporary lease on life. We chose what we call a ‘1950s New York Deli’ feel, using old signage boards as visual influence in creating the logo forms. We opted for a custom font, referencing porcelain era advertising signs, that featured bevelled letters and solid block forms.