When a close friend of mine made the bold move to re-invent his Mezze restaurant as a 1920s inspired cocktail bar, I was, for the most parts, somewhat intrigued. But when he hired me to bring this vision to life, intrigue had to turn into inspiration.
Working closely with the architects, I set about creating a Brand Strategy and Brand Identity that befitted the great expectations held for this venue.
Making the bar not just another dimly-lit speak-easy, taking advantage of Sydney’s recently relaxed lock-out laws and recognising the dawning of a new decade made the perfect mix for our own distinctive brand of cocktail – The Cat’s Meow.
Digitally led – personalised emails, EDMs, social media and an interactive website made for a very successful launch and the building of a passionate and ever-growing fanbase. In a short space of time The Cat’s Meow has become more than a bar, it is a destination.
From the name to the logo and all the comms, this has been a dream project for me. Having total autonomy, from photography to content and being deemed ‘Creative Director for Life’ by the owners, made for levels of greatness that even Jay Gatsby might have found intimidating.