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.