The MCG is one of the most iconic stadiums in the Australia, if not the world. Where hundreds of thousands of passionate fans come each year to watch their heroes battle it out on the famous oval.

Unfortunately the food typically was not as passionate as the fans love for their sport and as much as we all love a ‘dog’ or pie while watching our sport, the MCG being in Melbourne – which some consider the foodies mecca of Australia – needed to reinvent ‘stadium food’ to match the growing trend of Australian’s love of good food.

To meet this new vision some of the existing bars and restaurants within the MCG were to be rebranded and redesigned. A larger and more varied food offer was also created and all of these offers had to be named, branded and designed. Juicy was offered the opportunity to come up with a strategy to make all these new bars, restaurants and food outlets meet the vision and authenticity of a genuine change to stadium food.

The result was to create environments and brands that capture the offer in a simple and honest tone of voice i.e. The Stumps Tavern was influenced by old English cricketer’s pubs and the Food Store borrowed from a typical ‘old school’ deli/general store. Each new design was executed with a modern approach so as to create a timeless look and feel for each new brand and rebrand.

Over 14 brands were designed, creating a suite of logos that very much define the direction of the MCG’s new food offer to date. Most of the brands were designed at the end 2013 with new ones being added over the years.