Hospitality in Melbourne is a crowded bracket, so when entrepreneur Joshua Rajal and industry veteran Jarrod Moore linked up in 2024, the question was how to carve out space within it. Joshua had the keys to a collection of cafes already, but no brand to unify them as a group. We entered the picture with a deep dive into offering, operations, positioning and ambition, resulting in a clear business and brand vision. The brand had to be distinct, instantly recognisable, naturally optimistic and future-ready, with neighbourhood character and an open-door policy that put locals first. From this came ‘Always Welcome’, a foundational brand platform representing the group’s welcoming culture and love for entertaining. Gather’d was then coined, with an upbeat, accessible and casual identity built around an optimistic wordmark, corrugated-cup-inspired brand mark and a key graphic interpreting the idea that Gather’d’s doors are always open to everyone. Our engagement has spanned brand creation to rollout and continues across new venue projects and expansion.