ANTI EST. - Interior & Identity Design

This venue is inspiring a social movement for change, away from habit and indoctrination, towards
 a new way of viewing the world – with honest, open eyes. UNLEARN … And Learn Anew Anti-Est asks you to let go of what you think you know. Question everything. Assume nothing. Unlearn. In a world characterised by consumerism and “mass produced” opinions, it encourages authenticity of thought and conversation, and embraces the craft culture with unexpected, hand-made food and drink. Since it opened in Braamfontein, a previously derelict neighbourhood on the fringe of the Johannesburg city centre, it has become a catalyst for change – encouraging people from the Northern suburbs to rethink where they socialise. And they’ve done so in droves, abandoning the comfort of their usual stomping grounds for a place that sets the stage for a re-examination of what society and years of habit have dictated to be true.

The Brand Identity
The Anti Est identity is not just
 a logo. Embracing Unlearn, it
 is the mouthpiece for the brand. Designed to be used in any way that the consumer wants, the logo offers a “frame” through which you can interact and view the world, creating new meaning when added to everyday objects or messages.
Challenging Perspective & Drop Your Habits
The Anti-Est. window installation serves as a teaser as well as an on-going invitation - Unlearn what you have assumed to be the truth and to let go of your habits. Even the illustration is not what it seems. In one moment there are scantily-clad go-go girls and, in the next, virginal nuns, depending on the lighting.
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Awards:
D&AD - Graphite Pencil
The One Show - Bronze Pencil
The One Show - Design Merit
 Cannes Lions  - Design Shortlist
Loeries Grand Prix Winner
Loeries - Gold, Design Mixed Media
Loeries - Gold, Craft Illustration
Loeries - Bronze, Posters & billboards
Loeries - Bronze, Interior Design
Loeries - Craft

Additional Credits:
The Grid Worldwide Team

Illustration:
Sarita Immelman

Email: joanne.theron@gmail.com
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