Eat - Drink - Gather
BRAND STRATEGY / BRAND IDENTITY / ENVIRONMENT / PACKAGING
Despite the spread of homogenised fast food franchises across Australia, traditional, crafted American food remains a mystery to most. Beyond burgers, ribs or pancakes, what do we really know? Redline Kitchen & Taphouse opened in Sydney's Tramsheds to change all that. Owner and head chef Joe Slakey brings the best of his homeland to the menu, from Southern comfort food to Texas BBQ and New England dishes.
The brand needed to convey a warm and welcoming American personality, avoiding stars, stripes and cliché. It also needed to be bold and fun to appeal to a wide variety of customers, and flexible enough to accomodate their multifacted offer. Redline is a restaurant open for breakfast, lunch and dinner, but also a craft brewery, bar and a place to gather with friends.
We used a bold and distinctive typographic approach, reminiscent of nostalgic Americana, coupled with a striking colour palette and irreverant messaging to compliment the industrial interior venue design. Applications included a variety of signage, menu and table items, uniforms, packaging, website and social media posters. Finally, merchandise is available for purchase at the venue, from stubby coolers to trucker caps.