The Paddock at the Oakbank Easter Racing Carnival
Reviving the sophistication of picnic racing
Thoroughbred Racing SA
Experiential, Print, Digital, Environmental
Creative, Strategy, Brand design, Styling, Art Direction, Typography, Production
In a bid to reignite interest in the Oakbank Easter Racing Carnival, in 2014 The Paddock was launched to attract a more discerning, aspirational and sophisticated set of race-goers. This new precinct aimed to heighten the heritage and authenticity of Oakbank Races, shining a light on the uniqueness of the location and its positioning for consumers to experience other food and wine brands within the Adelaide Hills region.
Mirroring the laid back understated luxury on offer, the brand identity was sophisticated and purposeful fashioned with respect to the the heritage and values of the Oakbank Easter race carnival brand.