Bohemian

Luxury developers ‘Luxcon,’ are renowned for delivering projects that surpass expectations and quantify the true meaning of luxury.

Acquiring an enviable site at 90-96 Jonson St in the midst of Byron Bay’s town centre, their vision was to bring to life a destination that encapsulates the intangibly tantalising essence of Byron Bay, whilst paying homage to the beauty of the world that oft-inspires their visionary projects.

Byron Bay is a place unmatched in its laid back sophistication. Encapsulating the epitome of barefoot luxury, it is a beachfront locale ever the envy of the globe. Luxcon’s development, designed by PBD Architects, was set to be a luxury offering; 44 serene two and three bedroom apartments, exclusive rooftop amenities and an idyllic meander to Byron’s beachfront, for which TOAST was engaged to design the Place Thinking, Visioning, Branding & Concept Development.

TOAST designs places to work, to live, to come and to come back… we craft compelling stories built on human experiences, culture, landscape, public art and wayfinding. It was with this strategic branding expertise that our team was tasked to ideate the core identity for Luxcon’s development.

In a buzzing location that is just moments from the beautiful coastline of Byron Bay, the precinct design for 90-96 Jonson St complements this beachside area’s vibrant community feel. Its worldly touch, through its open-air courtyards, walkable laneways, and interaction with the natural environment, creates an enviably intriguing atmosphere and brings new life to this public realm.

With deep strategic research, founded on understanding the consumer market, insights and beliefs, and analysing market trends, global competitors and nearby developments, our team understood that 90-96 Jonson St’s branding and overall place vision needed to seamlessly integrate into the existing Byron environment, remaining on par with the local fashion and beliefs, whilst introducing an air of class and sophistication to elevate the town’s main strip.

As a name, Bohemian captures the urban and laid-back artistic sophistication of Byron Bay. This destination is a reimagining of home and hospitality that welcomes families and free spirits.

Marrying the refined simplicity of a European lifestyle with the blithe and trendy air of Byron; Bohemian was created with a vision to introduce a place to connect, dream and inspire. Mirroring this place ethos, our chosen tagline ‘Life is Beautiful’ expresses the laid-back and eclectic way of life that Bohemian makes its own.

Encapsulating the spirit of travel and a taste for exploration and discovery were core to our place-making ethos. Through our brand design, TOAST sought to connect Byron Bay’s coastal way of living with Luxcon’s “Of the World” lifestyle by creating an iconic and unique place; a world where you are grounded, safe and free.

Across the brand, our conceptual framework paid homage to Bohemian’s unique architectural form and the contemporary beachside atmosphere unique to Byron Bay. Creating a custom font, with grid lines reflecting its architectural design, the weighted gradient of the building structure and the design’s united feminine and masculine features introduce an organic sense of balance. The logotype is bold as it is subtle, forging the perfect balance between worlds. The stacked structure of the hierarchical logotype layout is replicated for the precinct’s two sub-brands, Plaza and Spice Lane. The identifiable Bohemian logotype is enlarged above, with the sub-brand at the base, maintaining brand equity by remaining uniformly identifiable.

Concurrent to the acquisition of 90-96 Jonson St, Luxcon landed a beachfront development opportunity in the Gold Coast, the launch of which was shared with Bohemian as part of their ‘Coastal Collection’. For both projects’ launch, our team devised the strategic brand footprint and visual identity, executing the brand across a campaign brochure, sales book, full website and brand video, for which we directed the photography, talent, voiceover and videography.

These assets showcased the values at the core of Bohemian’s branding, forging a diptych of harmonised natural elements and vibrant interactions which deliver a place to reset, enjoy and love. Bohemian’s branding suite encapsulates the efficacious, free spirit of Byron Bay. With a neutral colour palette drawn from the dusty-gold of the sand and pure monochromes of the building facade, Bohemian’s campaign assets create an enduring connection to the coast and mirror the natural hues of each meticulously designed apartment.

Bohemian is a home that overflows with the alluring aura of Byron. Complementing its contemporary-classical architectural style inspired by renowned beachside towns; Bohemian’s strategic brand assets and visual identity deliver a place with a perfect balance between beach and city life.