RETREAT HOTEL

BRANDING & MENU

The Retreat Hotel was the first bar established in its area of Melbourne in 1846. Unlike the numerous new lavish venues appearing in Brunswick, The Retreat has kept much of its original charm and grit. 

As costs rise and The Retreat moves closer towards a comparable price range to the top of the market, a new menu design is required to help sell these changes and stay contemporary.

While adopting a classical fine dining approach would alienate much of the clientele, keeping with the overly colourful and graphic menu styling would be a step in the wrong direction.

In an attempt to speak to the authenticity of the venue and the kitchen, the whole menu was created by hand using only butchers paper, masking tape and a Sharpie marker - a direct link to the way the chef organises his kitchen.

A custom typeface was also produced, reminiscent of the hand-painted sign on the building’s facade but with a few changes to help adapt to the business’ modern context.