Project Overview

Fred’s Bar in Sydney’s Circular Quay is an exciting new venue located close to the iconic Sydney Opera House and set within the vibrant cultural and entertainment precinct which includes the Opera Bar and Aria Restaurant, the Museum of Contemporary Art and The Rocks historic area. Arguably Sydney’s premier tourist destination, this area is also enormously popular with CBD clientele for dining and drinks.

Project Commissioner

Fred's Bar

Project Creator

Focus Creative

Project Brief

Fred’s Bar needed to arrive on the highly competitive Sydney bar and bistro scene with a fully developed brand identity which would help establish its place as a new city hotspot. The brand needed to reflect a relaxed and welcoming environment whilst delivering a modern and professional aesthetic.

Project Innovation/Need

Sydney’s CBD, and in particular the Circular Quay precinct, is a relatively crowded market with the sophistication and diversity of any of the world’s major cities. Fred’s Bar needed to suit the atmosphere of the area while offering the appeal of a venue that is welcoming, but also a little different. To meet this balance we introduced hand-drawn elements and typography using a colour palette that is both refined and complementary to its surrounds.

Design Challenge

Focus Creative worked to deliver an elegant design balance of professional, yet relaxed. The new design for Fred’s Bar needed to be suitable to adapt across a wide range of communications and multi-media platforms, and consistently reflect the atmosphere and services of the venue.

Effectiveness

Fred’s Bar has successfully launched with a strong brand and created a highly profitable bar and bistro. With a substantial number of regular patrons, Fred’s Bar has become a favourite in the Circular Quay precinct and has a healthy clientele of both locals and tourism visitors. The owners of Fred’s Bar report frequent positive compliments on the design of the brand and that it successfully represents the visitor experience.