As part of the New Zealand Pub Co. network the brand melds the traditional vernacular of a pub with a modern, irreverent approach to hospitality. Beginning with the story of a local hero, the brand progressed to blend an outgoing, Kiwi attitude with some larger than life ideas and detailing.
From the name the brand identity grew to emphasise the charisma and showmanship of the wrestling champ paired with cheeky references to the old drinking adage of “seeing pink elephants”. The Elephant Wrestler possesses a warm and bright interior fit-out complete with this local character’s story, a series of wrestling trunks on display and touches of hot pink in the icons, imagery and uniforms.
Little nods to this strongman’s prowess in the logo and elephant imagery on walls, combine to communicate the idea of the bar as “Your Larger Than Life Local”. Situated in an easy suburban location and boasting an all-year-round garden bar, The Elephant Wrestler offers a genuine local ideally suited to the crowd that live, work and socialise nearby.
New Zealand Best Design Awards
Silver Medal Winner
Small Scale Identity