Regional Development Australia Eyre Peninsula

Eyre. The Wild Side.

The Brief

Create a new brand identity that expresses Eyre’s raw, rugged and refreshingly beautiful land.

In 2022, Regional Development Australia Eyre Peninsula set out to
evolve its 15-year-old positioning of ‘Eyre Peninsula: Australia’s
Seafood Frontier,’ and to unite its 11 council districts.
Eyre’s diverse districts necessitated a flexible brand identity capable of
encompassing their unique personalities, along with a logo that defied
trends and literal symbols, and a timeless design.
The new identity was an expression of Eyre’s raw, rugged and
refreshingly beautiful land. A bespoke font, inspired by local signage
and nuances from around the region, was created to give Eyre a
distinct look and feel. It was complemented by unique signage
templates for each of the districts and an immersive brand film that told
the story of Eyre’s ‘wild side.’

Eyre: The Wild Side was born—
an identity which promised travellers the opportunity to step outside their comfort zone and uncover their wild side.

The custom fonts “Gaffa Wild” and “Gaffa
Mild” draw inspiration from the rugged Eyre
Peninsula signage. While “Gaffa Wild”
exudes an untamed aesthetic with
overlapping, tape-like letters, resulting in a
strikingly distressed appearance, “Gaffa
Mild” draws from hand-painted road signs,
employing straight lines for practicality in
documents, signage and collateral.

Ligatures empower the creation of personalised letter combinations for place names, districts and headlines, facilitating the versatile application of the custom font by in-house designers across a multitude of contexts. Moreover, they nurture the potential for engagement from local communities and businesses, further embracing this distinctive identity.

Leaning into its perceived weaknesses of being remote, rugged and not for the faint of heart, the new identity flipped the narrative — igniting curiosity, fostering regional pride in remoteness and embracing Eyre’s genuine beauty.

“When this project started there were many diverse stakeholders with conflicting opinions. Past attempts to rebrand the Eyre Peninsula had failed to produce a result that was accepted by the collective community. It was a beautiful thing to witness Team Fuller not only win the trust of the biggest sceptics but turn them into advocates for the project. There is no doubt that Fuller’s talent for genuine stakeholder engagement, and ability to bring everyone along on the journey was instrumental to the project’s success.

Fuller are brilliant brand strategists, designers, and storytellers. I witnessed Fuller’s incredible talent for uncovering a destinations’ unique identity, turning perceived weaknesses into strengths, and creating a compelling and authentic brand proposition. To see the eyes of community members brim with tears of pride as they hear the Eyre brand story is testament to Fuller’s ability to create brands that make you feel. The resulting brand 100% captures the essence of the Eyre Penisula, presents a compelling proposition to attract visitors, and positions the destination for success.

There is no other agency I would want to go on this crazy, fun, and rewarding rebranding journey with!”


Annabelle Hender

Tourism Development Manager