Higher Ground aims to elevate the dining experience and turn the fine-dining scene of Melbourne, Australia on its head. This is (quite literally) achieved by the use of high-elevation landscape photography and manipulating them in a way that challenges the perspective of the viewer. Aside from a custom typeface, these photographs are the only other visual element of this brand. The airiness of each shot suggests something otherworldly like you’re crossing into a different plane of existence. Displaying the photos upside down and juxtaposing them with the type adds a surreal twist to the visual language.
Higher Ground Branding and Graphic Design by Pop & Pac.