James Squire Brewhouses
Building a branded experience with true character.
Problem
Problem
Problem
Lion, the owners of James Squire, re-entered the hospitality industry through the acquisition of Little Creatures and their brewhouses. From this, they saw the potential to develop James Squire destination venues that amplified the unique James Squire brand and drove brand relevance.
The challenge for James Squire was: How to create a brewhouse proposition that blended consistency with the multi-dimensional appeal of James Squire's personal history and the brand portfolio.
Lion, the owners of James Squire, re-entered the hospitality industry through the acquisition of Little Creatures and their brewhouses. From this, they saw the potential to develop James Squire destination venues that amplified the unique James Squire brand and drove brand relevance.
The challenge for James Squire was: How to create a brewhouse proposition that blended consistency with the multi-dimensional appeal of James Squire's personal history and the brand portfolio.
Lion, the owners of James Squire, re-entered the hospitality industry through the acquisition of Little Creatures and their brewhouses. From this, they saw the potential to develop James Squire destination venues that amplified the unique James Squire brand and drove brand relevance.
The challenge for James Squire was: How to create a brewhouse proposition that blended consistency with the multi-dimensional appeal of James Squire's personal history and the brand portfolio.
[Before] A rendering of the Squire's Landing interior, courtesy of Collins and Turner, [After] an image of the final Squire's Landing Interior.
Building contemporary identity into traditional architectural foundations.
Reframe
Reframe
At a time when small bars were exploding across Sydney and NSW with high-touch interior designs, the James Squire brewhouses were going to offer a larger-scale venue operated by experienced venue partners.
Rather than focus on the predominant hipster design ethos common elsewhere, we decided that the design for James Squire needed to be built into the fabric of the building through architectural elements that adapted to the individual character of each building and would stand the test of time, just like James Squire.
At a time when small bars were exploding across Sydney and NSW with high-touch interior designs, the James Squire brewhouses were going to offer a larger-scale venue operated by experienced venue partners.
Rather than focus on the predominant hipster design ethos common elsewhere, we decided that the design for James Squire needed to be built into the fabric of the building through architectural elements that adapted to the individual character of each building and would stand the test of time, just like James Squire.
At a time when small bars were exploding across Sydney and NSW with high-touch interior designs, the James Squire brewhouses were going to offer a larger-scale venue operated by experienced venue partners.
Rather than focus on the predominant hipster design ethos common elsewhere, we decided that the design for James Squire needed to be built into the fabric of the building through architectural elements that adapted to the individual character of each building and would stand the test of time, just like James Squire.
A GIF of the current Brewhouses and their fit-outs.
Solution
Solution
We partnered with an award-winning local architecture practice, Collins and Turner, to create a design blueprint that used traditional materials such as amber glass, untreated black foundry steel, brass and deep-etch engraving to create a wholly contemporary and welcoming brewhouse portfolio.
Each venue combined signature features such as a full-height, back-lit amber glass splash-back and foundry markings on black steel girders with unique design features, exclusive brews and a playful naming system that mirrored the beer portfolio.
We partnered with an award-winning local architecture practice, Collins and Turner, to create a design blueprint that used traditional materials such as amber glass, untreated black foundry steel, brass and deep-etch engraving to create a wholly contemporary and welcoming brewhouse portfolio.
Each venue combined signature features such as a full-height, back-lit amber glass splash-back and foundry markings on black steel girders with unique design features, exclusive brews and a playful naming system that mirrored the beer portfolio.
We partnered with an award-winning local architecture practice, Collins and Turner, to create a design blueprint that used traditional materials such as amber glass, untreated black foundry steel, brass and deep-etch engraving to create a wholly contemporary and welcoming brewhouse portfolio.
Each venue combined signature features such as a full-height, back-lit amber glass splash-back and foundry markings on black steel girders with unique design features, exclusive brews and a playful naming system that mirrored the beer portfolio.
8
Brewhouses
currently across Australia.
8
Brewhouses
currently across Australia.
8
James Squire became the leading craft beer in Australia.
200%
above sales forecast
at launch.
200%
above sales forecast
at launch.
8
Brewhouses
currently across Australia.
#1
James Squire became the leading craft beer in Australia.
#1
James Squire became the leading craft beer in Australia.
200%
above sales forecast
at launch.
Impact
Impact
James Squire Brewhouses helped elevate the brand to the number one craft beer in Australia and extended its reach to a broader customer base.
Turnover in the first year was double what had been projected.
The bar designs are easier to maintain and provide considerable operational cost savings without losing out on brand personality and customer experience.
James Squire Brewhouses helped elevate the brand to the number one craft beer in Australia and extended its reach to a broader customer base.
Turnover in the first year was double what had been projected.
The bar designs are easier to maintain and provide considerable operational cost savings without losing out on brand personality and customer experience.
James Squire Brewhouses helped elevate the brand to the number one craft beer in Australia and extended its reach to a broader customer base.
Turnover in the first year was double what had been projected.
The bar designs are easier to maintain and provide considerable operational cost savings without losing out on brand personality and customer experience.
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