Walkabout Bars

Challenge. To rebrand Walkabout’s Australian-themed, male-orientated sports bars, moving towards a broader, more female-friendly, food-focused proposition.

Solution. The iconic name, the relaxed informality and their sense of energy and adventure never changed, but we recognised a need to reconnect with Walkabout’s authentic Australian heritage. We went full-on Aussie without straying too far into cliché. Mateship, provenance, irreverent humour — each played its part in sharing The Awesome Spirit of Australia with customers.

The account was my responsibility for over 5 years. I took the lead on branding, rebranding, customer comms and all manner of internal projects.

Naturally, as brand guardian, I created and maintained the brand guidelines. Keeping them fresh and informative for Walkabout’s network of external agencies and suppliers was our key to brand consistency.

One year, a colleague flew to Australia (for 3 days!) for a first-hand look at their food and beverage trends. I drew on his experiences to create a travel journal style marketing aid which illustrated a wealth of Aussie-influenced commercial opportunities.

Everything from menus to condiment branding and POS highlighting Walkabout’s distinctive ToV.

For busy high-street destinations, I was not only producing the creative but a constant stream of ideas for organic and digital activities as well.