From the team behind The Collins Quarter and The Deck comes The Fitzroy, an Australian/ boxing-inspired pub. Highlighting lots of small, shared plates to encourage connecting, sharing, and talking. We say “gastropub” for explanation purposes, but the Australian pub is the inspiration. These days, the pub is so much more than somewhere to go and have a beer.
The concept behind the menus and branding of The Fitzroy is tied in with the location. The Fitzroy on 9th and Drayton is a renovated boxing ring from the early 20th century. To tie this all in and support the name "Fitzroy" which was also a boxing league, I decided to piggyback on event bill templates from old school boxing events.
The logo is derived from details and shapes that are familiar to boxing symbolism. The rope tiers and the circular shape of the bell are among those symbols. I wanted the pub energy to come forth, without being too sporty, so the light and curved line weight help the branding stay approachable by all. (especially staying inclusive to women)
As for the collateral and menus, this was template and language-based from boxing booklets. The gridded layout helps customers easily navigate the food and drink menu while keeping the concept at 360. Small design details, such as illustrations and geometric graphics, help support the contemporary take of old school boxing meets modern food culture. To finish the tie in of an Australian style pub in Savannah, GA I made sure to have a kangaroo present within the design. The owner didn't want to lean too much on the Australian twist, so one detail was enough to keep the voice present.