Embrace Black

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Grinders Coffee Pavillion at Melbourne Cup Carnival 

The first instalment of Grinders Coffee strategic brand undertaking for the upcoming year was launched at the 2018 Melbourne Cup Carnival as the start of a three-year exclusive coffee partnership between Grinders Coffee Roasters (GrInders) and Victorian Racing Club (VRC).

BEST. Creative Director Jacob Burke and Design Manager Tom Debenham worked to design and project manage the build of the pavilion and activation spaces for the exclusive Birdcage Enclosure and The Park – Flemington’s food, fashion and entertainment precinct. 

The 'Embrace Black' design draws on the strategic and creative themes for the above the line campaign in development to be launched in early 2019 called 'From the Street's of Melbourne'; the home of Grinders Coffee. 

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