Hospitality veterans Dave and Lois Kerr approached us with an empty space and a concept for a nautical-themed dive bar in inner-city Melbourne. We worked closely with the Kerr’s to refine the concept, develop the name and create the brand identity of the bar. Referencing nautical history without crossing into novelty, the brand touches on dive bar cues – American sporting insignias, grittiness, neon lighting – to connect the concept with its medium through a custom type family and restrained sports team-esque palette.
A secondary graphic language of vintage nautical advertising – stripped back to the brand colours – and illustrative elements inject the irreverence of the owner’s style of service. It also conveys the relaxed nature of the venue. This combined with a considered, consistent and structured set of production values and grid system work to reinforce the core brand and professionalism that underlies their easy-going style. This bar may be fun, but it’s also putting out some of the best drinks in the country.
Green Energy challenged us to grow their customer base fivefold within 5 years, in a category dominated by the Big Six. As a smaller player, our strategy was to make it cool to be a customer, through a playful attitude backed up by competitive pricing. Being powered by pig poo helps, too.
Treches combines clean lines with playful details and contrasting colors. The basic motive of their collections is finding an aesthetic balance through geometric forms, creating a sophisticated urban look. Treches do high-quality streetwear to make the choice of buying organic and fair clothing a little easier.
Their identity was originally created for the winter 2012 collection Cesium-137. The identity was later adapted to work on all brand elements and collections.
The identity reflects how Treches creates clothing, by abstracting the body into an three-dimensional shape and playing with alternative solutions and forms.