Branding: Strategy / Branding: Verbal Identity / Branding: Visual Identity / Communications: Print / Marketing: Digital / Marketing: Website
With an opening on Market Street at the old Auntie G's premises, the Strange Company lads had a big opportunity for their next move. Tucked away in the back streets, Strange had grown into a local favourite for Fremantlians, but with a venue on the main drag this time, the owners felt the calling to make a bolder move. It was time to create something that reminded them of the house parties of their youths, yet something still entirely new.
Scope of work:
- Identity Positioning
- Comprehensive Brand Identity
- Art Direction
- Colour & Typography Palettes
THE PHONE CALL
“We’re opening a bar in two weeks. We also need a brand.”
Space Agency Architects
Live Music + Poetry Slams
With time running thin and a melting pot of influences, we were hurtling through exploration trying to find our lightning rod moment. We explored bad design layouts, swash ridden typography and even built wacky monospace letters from ideas around patterns found in the built environment. We loved it but it wasn’t quite right.
Then we came back to Ronnie Nights himself. That’s right, Ricky — the mild mannered chef from Strange Company who’s Instagram handle inspired the bar name and who had a habit of transforming into his larger than life alter ego after a few drinks. Ricky and his alter ego was the very idea that united the owners over the atmosphere they wanted to create.
Taking inspiration from ideas of alter ego, transformation, zombie ants (Ophiocordyceps unilateralis), house parties, motorbikes, disco and booze, we created a high voltage background pattern for use in the brand kit.
We also made a pattern that looks like a hot chips takeaway cup.
Without a doubt, the most complicated splash page we’ve ever made. This website says almost nothing but explains everything about the mind of Ronnie Nights.