CREATIVE DIRECTION, IDENTITY DESIGN, ILLUSTRATION, SIGNAGE & INTERIOR STYLING.
FEARLESS FREDDY, an edgy cafe/bar on the East Coast of Tasmania, with a focus on healthy seasonal, tasty food.
Brand Story: This epic tale begins in the late ’60s, in a small coastal town on an Island, off an island. Its characters? Two fishermen out diving for an abalone.
The story has it the two men were just finishing up their dive, one in the water searching keenly for the last few elusive molluscs, the other standing upon the wharf keeping an eye on proceedings and his mate.
Through eyes wide and startled our lookout spots an ominous and harrowing dark grey shark making a beeline through the crystal clear turquoise water straight for his buddy who is head down, bum up and oblivious.
Without a moments hesitation Freddy grabs his diving knife and leaps off the jetty, his only thought being the safety of his mate who is just moments away from meeting a perilous fate.
The quick-thinking Freddy sinks his knife deep into the stunned shark's side causing it to flee into the depths of the Tasman Sea.
Two men emerged safely from the sea that day one eternally greatful (with a rather soiled wetsuit) and the other a deadset Legend.
It can be said there is something about the East Coast that breeds a special human, passionate, loyal and fearless. One that like Freddy is courageous and intrepid in pursuit and love for their pristine Antarctic waters, good food, amazing wine and the greatest of yarns.
Freddys pic shown at the end. He dived for abs and skippered off the east coast and west coast of Tas through out the mid 60s - early 80s. Freddy also made news in the early 70s where his boat burnt to water level while diving for abs off Triabuna.