Inventing a kicka** brand inspired by a world-renowned sports’ icon
Design an identity that is the namesake of one of the world’s most known athletes? H*ll yes! This branding and digital project was exciting, thrilling, tricky and challenging all in the one. Starting with an identity, we then considered print and digital elements, bringing a creative approach in the rollout of the stylish, vintage Sydney bar.
A little memorabilia here, a little ‘60’s trends there inspired the design we see today. Starting with the logo incorporating Sugar Ray himself, we were drawn by a chic, sketchy feel.
Our process continued through to print items, like menus and coasters, upholding a consistent and stand-out visual identity.
Continuing to the brand’s most valuable digital asset, it’s website, we put ourselves in the shoes of the end-user which dictated our approach. It was essential to consider how customers should act, engage and source the information they seek when visiting the site. Through research and development, we designed an interface that answered all these questions while presenting advanced functionality – considering booking, contact and online ordering features.
Delivered in time for the grand opening, the brand set the scene and told the story of who they are, what they represented and where they were headed – mastered through clever execution online and offline