The Waterside Hotel
An iconic Melbourne pub. A seven-level dining precinct. Two distinct brand worlds, one building. Full naming, identity, visual systems and launch strategy for Sand Hill Road Group.
The Waterside Hotel
An iconic Melbourne pub. A seven-level dining precinct. Two distinct brand worlds, one building. Full naming, identity, visual systems and launch strategy for Sand Hill Road Group.
An iconic Melbourne pub. A seven-level dining precinct. Two distinct worlds within one building, and the challenge of making both feel inevitable.
The Waterside Revival was one of Melbourne’s most ambitious hospitality transformations: taking a beloved pub at King and Flinders Street and creating something genuinely complex in its place. The brief demanded more than a rebrand. It demanded two separate identities that could stand alone, sit together, and give every kind of guest a reason to be there.
We worked across the full scope: consumer research, naming, brand identity, visual systems, and launch strategy. The Waterside, celebrating its legacy as a vibrant social hub. Past/Port, a South-East Asian dining destination rooted in Melbourne’s cultural character. Each complete on its own terms. Together, something genuinely transportive.
The hardest brief isn’t “make something new.” It’s “make two things new, in the same building, for different people, without losing either.” We did that.
An iconic Melbourne pub. A seven-level dining precinct. Two distinct worlds within one building, and the challenge of making both feel inevitable.
The Waterside Revival was one of Melbourne’s most ambitious hospitality transformations: taking a beloved pub at King and Flinders Street and creating something genuinely complex in its place. The brief demanded more than a rebrand. It demanded two separate identities that could stand alone, sit together, and give every kind of guest a reason to be there.
We worked across the full scope: consumer research, naming, brand identity, visual systems, and launch strategy. The Waterside, celebrating its legacy as a vibrant social hub. Past/Port, a South-East Asian dining destination rooted in Melbourne’s cultural character. Each complete on its own terms. Together, something genuinely transportive.
The hardest brief isn’t “make something new.” It’s “make two things new, in the same building, for different people, without losing either.” We did that.
