Every snow resort faces the same problem – how to develop an identity strong enough to set them apart from other mountains, but flexible enough to work all-year-round? Juice combined these seemingly impossible desires into a united graphic language that playfully evokes Mt Baw Baw’s family-friendly personality.
The name itself embraces the hot/cold dichotomy in an icy blue and a warm orange, while the embedded mountains of the ‘w’ clearly spell out the principle attraction. At the same time, the crystalline logo works double duty – a summer sun, a winter snow flake or, if need be, both at once.