We conducted a rich naming process, exploring different territories that would ultimately also inform the strategy and visual identity. The result was 'Always Welcome', a foundational brand platform representing the group's welcoming culture and love for entertaining - where the doors are always open to everyone. From here 'Gather'd' was coined. We then helped workshop Gather'd's brand values and mission - to create great, down-to-earth hospitality experiences and gathering grounds that locals love. The identity followed this platform and the values laid down - upbeat and uplifting, accessible and affordable, casual and welcoming. A brand with neighbourhood character, intended to be simple. We crafted a logo and mark-led identity, chaired by an optimistic yet classy wordmark that would be as confident representing a cafe as it would a wine bar. This was paired by a brand mark designed as a nod to corrugated coffee cups and the morning-focus of the group. Likewise, the key graphic was designed as a literal interpretation of the brand platform - that Gather'd's doors are always open to everyone. Our engagement with Gather'd spanned brand creation to rollout, and continues across new venue projects and the group's expansion. Drop by one of their locations and soak up that neighbourhood energy 🤌