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.