The Brief

To rebrand and reposition an iconic restaurant in Queenstown's busy centre. We had three key words to direct us being: smoked, fine-food and hipster. Starting with an appetite and a sketchpad in hand, we got to work putting this into play.

The Process

Naming was the first task. We worked with the Coalfire team to pin down a name that would become memorable. Followed by a set of key messages and a language to communicate what the Coalfire experience is all about. We then built up the brand using textures, tones along with a hand designed logotype. Styles for typography, colour and image treatment flowed onto business cards, a full set of menus, posters, sauce labels, tap roundels, signage and advertising campaigns.

The Result

With a deadline launch and a lot of hard work, Coalfire opened with boom. Locals and visitors alike have been fully enjoying the experience of quality barbecue dining.