Rose and Jones approached Toben to create the name, visual identity and marketing applications for their new development on Bondi Beach. Living in Bondi is all about the beach, beach culture and laid back atmosphere. With that in mind, the architects took great care in designing a building that supports the Bondi lifestyle in every aspect (surfboard racks on every level for example), whilst also thriving to create a modern design icon. With most of the apartments being one bedroom apartments, our primary target audience where young couples with a high disposable income, who would love the close proximity to the worlds most famous beach and that would appreciate the modern architecture, interior and conveniences.

We named the building The Drift, which hinted at the close proximity to the beach, whilst avoiding any stereotypical names. It also has a certain edge to it, reflecting the modern architecture of the building.

The logo design incorporates two ideas. For one the loose elements that drift away from the rest of the logo type reflect the buildings windows which extrude out of a monolith concrete structure on different angles and look like they are drifting along in a sea of concrete. Secondly we wanted them to look like they had just been picked up by a fresh breeze or like a couple of surfers drifting around behind the break.