The Overview

As part of a broader attraction strategy designed to cement its position as Perth’s premier entertainment precinct, Crown Perth has created a number of venues targeting specific market segments. Gatecrasher was briefed to launch The Merrywell, a gastro-pub with a quirky personality aimed to draw younger crowds away from popular competing venues in the CBD.

The Work

The agency created a brand identity that was citified, charismatic and ‘authentic’. Our identity also reflected the architectural character of the venue itself. We developed simple messages inviting the consumer to come along and have a good time, which were delivered in a strong, graphic style. Design and copy were playful, with a no-nonsense and street-smart directness. Illustration versus photography contributed further to the perception of authenticity and homespun uniqueness.




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