Working from an already strong logo direction, we refined the mark and expanded it into a wider system. That foundation became the basis for menus, signage, merchandise, and collateral that carried the Old Mates identity across every touchpoint.
G'day LEGENDS!
Our role was to build a complete collateral system that brought the brand to life. Menus, coasters, posters, and custom plates all needed to work together, with a strong emphasis on signage. From the street presence to the signage inside the pub, the goal was to make every element feel connected and distinctly Australian.
We loaded the brand with Australian character at every turn. Menus featured native flora, posters highlighted iconic sports imagery, and the menu design balanced pub tradition with a sharper, more elevated feel. The system stayed nostalgic and cheeky, with the 'larrikin' spirit Australians know well.
The result is a brand that feels familiar yet fresh, carrying the warmth and wit of an Australian pub into the heart of New York. Old Mates has quickly become a cultural hub, offering more than a pint and a meal. Its identity extends into programming that includes DJs, a content series, and unique food and beverage offerings, with its own wine and beer on the horizon. The brand lives well beyond the four walls of the pub, creating a space for both community and culture.
