Block builds a brand on the magic of real moments for Heyder & Shears

Heyder & Shears, marking 40 years in WA hospitality, has always dealt in the original social media: socialising. Block’s new brand identity for the business is built to say so, without chasing whatever’s trending. Heyder & Shears has always been as much about creating experiences as delivering catering. The challenge was to lean into that history, a legacy of creating magic built on incredible attention to detail.

Block’s response, Perfect Alchemy, speaks the actual language of hospitality: seasonal produce, real flavour, the energy of a kitchen and floor working in sync. It’s the craft guests taste and feel without ever being told about it, the balance between the vision that shapes an event and the skill that gets it done under pressure. The brief was never to look current. It was to look like Heyder & Shears, forty years in the making.

To make it real, Block turned to the Heyder & Shears family archive: original recipes, handwritten notes, decades of sketches. That material became a hand-drawn illustration style, putting the same homemade care into the brand that’s in their kitchens. It’s paired with reportage-style new brand imagery from event photographer Olivia Pizzale-Bryce, capturing the energy and creativity of a Heyder & Shears event in motion.

“This was close to a dream brief,” said Block Senior Creative Jack McAuliffe. “Hospitality runs deep in my family, so working from real recipes and handwritten notes instead of a mood board felt personal. It’s the kind of detail you can’t fake, and I got to draw it.”

“Block took the time to look through the telescope at the constellation that is Heyder & Shears,” said Imogen Mirmikidis, Director of Heyder & Shears. “They understood that our story has never been about one star, but about all the people, ideas, recipes, moments and memories that have contributed to our legacy over forty years. They gathered those points of light and reimagined them into something that feels worthy of where we have come from, while giving us something exciting to carry into the future. At the heart of what we do has always been the privilege of being part of people’s memories. It feels incredibly special to have a brand that now holds so many of ours.”

The result is a system built for daily use, not just a launch moment, giving the Heyder & Shears marketing team a flexible identity to carry across print, signage and digital as the business moves into its next 40 years.