— The Client

Wellsmart Group is an international hospitality real estate investment and development company based in Singapore.Wellsmart Group is an international hospitality real estate investment and development company based in Singapore.

— The Brief

BrandWorks was engaged by the Wellsmart Group to develop the dual brand hotel by presenting multiple concepts, branding and roll out for their space located in the heart of Melbourne, 399 Londsdale street. At the base of the Novotel & Ibis Hotels, the goal was to break up the space with three hospitality brands that would be complementary of one another yet uphold their own identities.

— Our Approach

Pretty Boy Steakhouse & Floyd’s Bar

The restaurant and bar is inspired by and named after an american gangster called "Pretty Boy Floyd". The two spaces are linked through the naming and complimentary branding elements all while upholding their own identities. A warm, fun, Italian Steakhouse and bar that champions Victorian produce - with a gangster edge.

For this brand, we teamed up with SITE design agency. We were presented with their concept and created the brand identity to follow along with the roll out.

We approached the visual identity by narrowing in on the concept and extracting the key facts that we visualised would draw curiosity and crowds and really allow the brand to have a unique and strong presence. The summary of the concept reads: "As well as the rich history of 'Little Lon' – the original red light district framing Lonsdale street, the Queen Victoria Markets was characterised by Italian gangster warfare. DRIPPING in history, Melbourne's Queen Victoria Market has been one of the most significant meeting places in the city since it was first opened in 1878." From this we focused on "Italian gangster warfare" and the angle of the historic meaning behind the concept. From here, we were able to incorporate specific characters and the brand took on a life of its own.

The bar, Floyd’s, upstairs is inviting and open, crafted to encourage a relaxed atmosphere that inspires its customers to spend time before AND after a dinner at Pretty Boy, and even the night after for a drop in cocktail.

— Outcomes

Pretty Boy Steakhouse

• Brand

• Graphics

• Way-finding

• Signage

• Website

• Collateral

Floyds Bar

• Brand

• Graphics

• Way-finding

• Signage

• Website

• Collateral