Test Tube is a new store specialising in unique designer things - extraordinary ordinary objects - opening in Perth's Mt Lawley.

Block has developed Test Tube's brand identity and a supporting communications strategy to establish its position and generate interest in the store's opening. A large-format street poster and postcard campaign has been produced to reflect the unique, contemporary and quirky nature of Test Tube.

The work is at once satirising and celebrating our consumer culture. The creative looks and smells like advertising, however it lacks the obvious logic of inherent in most advertising. The campaign is deliberately ambiguous and has a kind of Dadaist intent the viewer is an active participant in giving meaning to the visuals rather than being spoon-feed.

We wanted to create work that felt as thought there would be no way that a large national or multi-national brand could have created it. It is a refreshing local in-joke that the vast majority aren't going to get. It's nice to be able to create a brand like this in an increasingly homogeneous, mass produced, low-quality, Made-in-China world.