Beirne Lane

Completed at Soak Creative

Celissa, a family of Brisbane entertainment and hospitality venues, approached the Soak Creative team and myself to brand their soon to be launched night-life eatery. Located in the lively and illustrious Fortitude Valley Mall, Celissa wanted the restaurant to be an ode to the space it inhabited, the heritage-listed TCB Department Store. The department store was built and named after a hero from Brisbane’s earlier days, the philanthropist and politician, T.C Beirne.

The client was running against an ever-approaching launch date and a lack of brand awareness. Their customers were divided between a more mature audience and the younger demographic frequenting the Valley Mall. With this in mind, we set out to create a visual language and digital marketing strategy that could bridge this gap and rapidly spread awareness of Celissa’s up-and-coming nightlife hub.