The Blind Fog is a brand identity project for a luxury hotel development that seeks to reinforce the rich history of the building which once existed as an iconic bakery in Adelaide called Balfours. The concept behind the hotel design is where curiosity meets opulence, with the name drawing inspiration from Balfours most popular product, the frog cake. During financial hardship, high sales of the frog cake allowed them to continue operating and the cake became a South Australian icon. The concept of curiosity is portrayed through the visual elements and tone of voice, urging customers to enter a realm of luxury exploration and excitement.
