Brand Refresh
PROJECT: Redesign
CLIENT: Buckley's Sydney
Engineroom were briefed to develop new branding for Buckley’s Bar, located in a prime position at Circular Quay, Harbourside. Boasting panoramic water, bridge and CBD views, Buckleys competes for a busy tourist trade with prestigous neighbours including Opera Bar, and the acclaimed restaurants Aria and Bennelong.
The existing branding lacked character and relevance. In addition to this, there was no focus on the venues strengths other than location, AS A RESULT the venue was struggling with an identity crisis. This meant marketing and advertising was unfocussed and ineffective in attracting patrons other than the consistent passing tourist trade, through convenience. The end goal was to attract and grow a more local market of CBD workers, which would lead to a loyal and repeat customer base.
Buckleys point of difference is their large range of boutique beers in the venue, on tap as well as in bottle, and it was agreed repositioning the venue to a craft beer bar & eatery was ownable as well as unique to that particular busy hub of Circular Quay. It also allowed Engineroom to develop a stronger visual positioning for the Buckleys brand that linked to the heart of the business.
The team looked to create a brand mark that was impactful and modern, whilst maintaining a tie to the existing logo and the bARs nameSAKE heritage.
We borrowed the existing Buckleys font and developed a quirkier version, playing UP the irreverent nature associated with the ironic Aussie slang saying ‘Buckley’s chance’. A bold, crafted, circular stamp was created for the 'B', THAT could then be used in the lock-up or stand alone, added modernity and impact.
The tagline ‘Craft Beer Bar’ was added to all branding.
THE PROJECT EVOLVED FROM LOGO REBRANDING TO UPDATING THE VENUES INTERIOR VISUAL AESTHETICS, AS WELL AS ALL IN-HOUSE COLLATERAL SUCH AS FLYERS, MENUS, DAILY SPECIALS CREATIVE, AND GIG GUIDES. MARKETING AND ADVERTISING COMMUNICATIONS WERE DEVELOPED WITH NEW BRANDING & LOOK, INCLUDING TARGETED ADVERTISING PLANS FOR FACEBOOK AND INSTAGRAM. SOCIAL MEDIA STYLING AND DAILY IMPLEMENTATION, SPECIAL EVENT CREATIVES, PROMOTIONS, AND FUNCTION BOOKLETS FOR CORPORATE PROMOTIONS WERE ALSO DEVELOPED.
THE FINAL PHASE OF THE PROJECT WAS TO BUILD A NEW WEBSITE WITH A REBRANDED, MORE MODERN AND PREMIUM LOOK.
THE FINAL STEP, A REDESIGN OF THE VENUE WEBSITE WITH UPDATED BRANDING FOR CUSTOMER ACCESS TO MENUS, PROMOTIONS, EVENTS AND EVENT TICKETING. THE WEBSITE ALSO INCLUDED AN INTEGRATED BOOKING SYSTEM FOR BUCKLEYS RESTAURANT.
Rebranding was executed across all advertising mediums, social media and collateral including Gig Guides, to ensure consistant visual communication.
