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The aim

To build a memorable brand worthy of the Rainbow’s reputation and implement it in print and online.

Challenges

Creating a brand mark & secondary language that would pay tribute to the Rainbow’s heritage, while still being contemporary. We also needed to make the large amount of beers, the food menu and the live music options all visible to mobile users.

Rainbow Hotel website

Method

We first developed a mark with typographic reference to the long history of the pub (it’s been a Fitzroy landmark for over 140 years) & the vernacular type popular in the Rainbow’s heyday. Given that we would be building across print & web, we also needed a flexible secondary language with plenty of flavour. A suite of simple mono illustrations with a nod to vintage style that could do double duty as web & print icons was our way of bringing some humour and character into the brand. A special favourite was our noisy chicken who managed to be useful on everything from menus to twitter icons.

With the online build, we paid special attention to ensuring that everything on the site was a pleasure to read on mobile devices – because spotting the Banana Prawns on the menu while wandering down Brunswick Street will definitely tip you over the edge and bring you in for a big night.

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The Result

Our mobile focus worked out well, with up to 70% of new visits to the site to date being from mobile. Of course it plays nice on tablet & desktop too. If only all hospitality sites could be as pleasant to use.

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