Union Street Bar

Union Street Bar was undergoing a major refurbishment, creating an opportunity to relook at the brand and better reflect the experience the venue had evolved into.

A New Era

The existing identity was rooted in a previous restaurant positioning, but as the offer expanded across different floors, spaces and experiences, the brand no longer reflected what Union Street had become.

Our brief was to modernise and reposition the brand in line with the refurbishment, creating a stronger identity that would feel more representative of the venue, while still retaining recognition with its existing local audience.

Industry

Entertainment

What we did

Brand & Naming Strategy | Campaign | Social Strategy

Who's behind the magic ✌🏻

Clare, Sophie & Stu

The Ignition

We created a new brand mark heavily influenced by the Art Deco era, giving Union Street a more distinctive, characterful and timeless visual identity. Working closely with the interior designer, we took cues from the refurbishment direction to develop graphic elements, patterns and typographic details that could be integrated throughout the space.

As part of the rebrand, we also developed a series of sub-brands for the different floors within the bar, giving each area its own identity while still feeling connected to the wider Union Street brand. This created a more flexible system that could support the venue’s full offer, from signage and interiors through to campaign and launch materials.

The Approach

The Challenge

The challenge was to move Union Street forward without losing the familiarity and personality that regular customers already connected with. The brand needed to shift away from its old restaurant-led feel and become a more confident bar identity, capable of flexing across multiple spaces within the venue.

It also needed to work hand in hand with the new interior direction, ensuring the brand, signage, patterns, quotes and graphic details all felt part of the same experience.

The Impact

The rebrand helped reposition Union Street Bar from a restaurant-led identity into a more contemporary and experience-driven venue brand. By aligning the visual identity with the refurbishment, the work created a more cohesive customer experience across the full venue, giving each floor a distinct personality while strengthening the overall Union Street brand.

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