Belgian Beer Café (Adelaide)
ReBrand Identity
ALH owns 350-odd local pubs across Australia, but the whole point of local is… you get the picture. Scale vs Personality, Lovingly Crafted Brands vs How Does The 19 Year-Old Bar Manager Do The Menu Updates?
The poor joint was slipping into genericism, no longer as slick as some of the competitors. So we built a bit of personality into what SHOULD be an iconic, memorable Adelaide watering hole, but with an eye for a tight-as brand system.
We landed on the positioning: “We’re Comfy”.
the brand should live in punters’ minds as the intersection of three very good things:
A Pub (is warm and cosy)
An adelaide Hospo Vibe (is understated and relaxed)
A touch of belgianness (is refreshingly candid, but not rude)
