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Songbird Bar and Lounge Brand Creation

Songbird Bar and Lounge Brand Creation

The Ritz-Carlton, Perth needed brand identities for its food and beverage venues that are located in the five-star hotel in Elizabeth Quay. In partnership, we worked with Far East Consortium and The Ritz-Carlton, Perth to develop two new venues; Hearth Restaurant and Lounge, and the level five rooftop bar, Songbird.
Through extensive research, site visits and interviews with architects, archaeologists and interior designers, we developed the brand positioning, name and visual identity for Songbird, which in turn acted as an innovation platform for the menu and Executive Chef, Jed Gerrard.
Songbird was developed with a playful approach, portraying iconic Western Australian stories through these lively, intelligent, and striking birds. From the Lemon-bellied Flycatcher to the Kimberley Honeyeater, their unique characteristics and personalities embody the freedom and spirit of Songbird. The venue offers uninterrupted and expansive views over Elizabeth Quay and the Swan River with the design visually expressing our city’s famous skies. It highlights the playful and airy atmosphere of the poolside venue.
The overarching brand platform aims to deliver a truly unique dining experience that transports guests to all four corners of Western Australia.

CREDIT

  • Design Agency: The Brand Agency
  • Organisation/Project Type: Agency, Published Commercial Design
  • Article Title: Songbird Bar and Lounge Brand Creation
  • Brand / Project Name: Ritz-Carlton Hotel's 'Songbird Bar and Lounge' Brand Identity
  • External Design Credits: Design Director Dan Agostino, Designer Janice Law, Designer Carly Groves, Photographer Brayton Gillette
  • Strategic Deliverables: Brand Architecture, Research / Insight, Brand Naming, Brand Strategy, Tone of Voice, Product Naming
  • Design Deliverables: Photography, Brand Identity, Identity System, Branding, Brand Creation, Graphic Design
  • Location: Australia
  • Market Country: Australia
  • Market Region: Asia
  • Product Category: Beverages
  • Consumer Packaging Format: Case, Pouch, Tag
  • Consumer Substrate / Material: Fabric, Pulp Paper

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