Client: DB Breweries
Concept, story and identity for a new Monteith’s flagship bar that would hero their new approach to craft beer – making it accessible and fun and approachable.
The concept for the identity is inspired by ‘a phoenix rising from the ashes’. The bar, named after a nearby fire in 1916 – when 11 shops, a Hotel and a timber yard were reduced to ashes, draws on the heritage of the area to tell a rich origin story, whilst not being left behind in the past. It was important to create a balance between the bar identity and the Monteith’s brand.
We took a lateral slant on the ‘phoenix rising’ concept, and created a contemporary interpretation of this story, bringing in subtle fire references across the site. The wordmark is derived from the rungs of a fireman’s ladder – a theme that can be seen throughout the site in signage and collateral. With the overarching mantra of good food and fresh beer, the bar is a welcome (re) addition to the area.
New Zealand Best Design Awards
Small Scale Identity