flagstone tavern

Flagstone Tavern was the first venue that I was tasked with branding at Monarch Hotels. The venue required a full-scale branding document, with a suite of logos, brand colours and official typography, as well as a complete strategic identity to complement it's visual brand.

Located in Flagstone, Queensland, the tavern is envisaged as a family-friendly spot for locals to enjoy. The Flagstone estate is a relatively new development in Brisbane, and the Tavern is the first of its kind in the area to service the local population. The demographic of Flagstone is generally young families and first home buyers, so it was essential that the brand appealed to this market. Since the area is still quite new, the branding had to be fresh and modern, playing on the relaxed culture of Queenslanders while complementing the contemporary finishes throughout the venue.

Flagstone Tavern's brand identity was born from blending two very distinct typefaces to create a wordmark structure that blends soft curves with sophisticated sharp vectors. This balance draws and holds attention instantly, searing an instant recognition of the brand into the mind of the viewer. This brought forth the submark, a blend of the "f" and reworked "t" letterforms, breaking free from a softly curved box asset. It is the ultimate demonstration of the brand's wish to break free from the barriers of conventional hospitality, and bring something new to their customers.