Negative Delights

A new film photography store in Melbourne’s eclectic neighborhood, Fitzroy, where graffiti and Victorian-era architecture co-exist. The brand’s visual identity is inspired by this harmonious juxtaposition of aesthetics, pairing a boldly cheerful typeface alongside a more stoic, mono-spaced one.
In order to celebrate film photography, without being too literal, (as requested by the owner) the circles represent contrast filters, with the red color representing the safelight of a darkroom. The rotating smiley faces embody the happy accidents synonymous with film photography.