The Beast, dive bar and local Brunswick East institution, was coming up on a decade of slinging burgers, live music and loose times. The word from above was the venue was due for a refresh, with the guts of the interior to be reworked, and the scope of the music program and food offering to be expanded. The 2.0 venue and identity was to lean Americana, dial up the classic diner and dive bar spirit and double-down on its status as ‘Brunswick East’s local rec-room’.
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OUTCOME
Brand Identity
Web Design
Collateral
A diner-meets-dive bar identity complete with all the goodies including menus, gig guides, loyalty cards, website and more. The logo rolls with a woodtype-inspired typeface designed to be distinctly American, without falling into tropes and boxing the venue’s programming in. The brand mark features a devil’s hand, which extends beyond to the identity’s visual language. The palette is a happy marriage between pool table felt, leather diner seating, Aussie outback pubs and American dive bars. Add a dose of Bourbon Street, New Orleans for good measure. Likewise the variable type system was designed to be ‘diner meets dive bar’, dipping into classic Americana while keeping things current. This brief was mega, and much love to The Beast crew for the opportunity.
Sweet photography by Duncan Jacob (Duncographic) among others
