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Developing a stronger
visual Positioning

PROJECT: Redesign
CLIENT: Buckley's Sydney

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The Brief
 

Engineroom were briefed to refresh the existing brand identity of Buckley's Bar, located in a prime position at Circular Quay, Sydney. Boasting panoramic water, bridge and CBD views, Buckleys competes for a busy tourist trade with prestigious neighbours including Opera Bar, and the acclaimed restaurants Aria and Bennelong.

The existing branding of Buckley's lacked character and relevance. In addition to this, there was no focus on the venues key strengths other than location, as a result the venue was struggling with an identity crisis. This meant all marketing and advertising activities were unfocussed and ineffective in attracting patrons other than the convenience driven passing tourist trade. The end goal was to attract and grow a more local market of CBD workers, which would lead to building a loyal and repeat customer base.

Buckleys point of difference is their large range of boutique beers available on tap as well as in bottle, and it was agreed that repositioning the venue to be promoted as a craft beer bar & eatery was ownable and 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.

 

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WEBSITE

 

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.

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Mobile

Rebranding was executed across all advertising mediums, social media and collateral including Gig Guides, to ensure consistent visual communication and increase brand awareness.

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OUR DELIVERABLES ON THIS PROJECT

Merchandise

Merchandise

Social Media

Social Media

Web Design

Web Design

Print Design

Print Design

Brand Identity Refresh

Brand Identity Refresh

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