Working from an already strong logo direction, we refined the mark and expanded it into a broader system. That foundation became the basis for menus, signage, merchandise, and collateral that carry the Old Mates identity across every touchpoint.
G'day LEGENDS!
Our role was to build a collateral system that makes the brand feel present at every turn. Menus, coasters, posters, and custom plates all needed to work together, with a strong emphasis on signage. From the street presence to the graphics inside the pub, the aim was to make every element feel connected and distinctly (fair dinkum) Australian.
We loaded the brand with Australian character at every turn. Menus feature native flora, posters highlight iconic sports imagery, and the menu design balances pub tradition with a sharper, more elevated feel. The system stays nostalgic and cheeky, with the larrikin spirit Australians know well.
The result is a brand that brings 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.
