A refreshed identity for the bar that made Melbourne take gin seriously.
Since 1997, Gin Palace’s GP monogram has been a familiar fixture of the Russell Place streetscape, yet the bar had never had an identity system built around it. I was engaged to give it one, honouring its heritage while asserting its continued relevance in Melbourne hospitality.
Over the years, the brand had taken shape in many different hands. The iconic monogram, the signature purple and gold, and the voice of the menu’s much-loved introduction all carried through. Around them, new lock-ups pair the monogram with a wordmark and Est. 1997 heritage claim, and a contemporary sans serif meets a cheekily seductive serif. A modular palette recombines in surprising ways without losing its consistency, while a suite of bespoke food and drink illustrations runs across menus and collateral.
Visual and verbal identity guidelines, defining everything from the type suite to the brand’s personality and voice, now keep Gin Palace’s character consistent however many hands touch it. I then rolled the refresh out across menus, gift certificates and a new website, so that every touchpoint, from the bar to the browser, belongs to the same world.
Hospitality
Brand strategy
Visual identity & guidelines
Verbal identity & copywriting
Illustration
Print and digital collateral
Website design & build
