The Beast, dive bar and local Brunswick East institution, was coming up on a decade of slinging burgers, live music and loose times. The word from above was the venue was due for a refresh, with the guts of the interior to be reworked, and the scope of the music program and food offering to be expanded. The 2.0 venue and identity was to lean Americana, dial up the classic diner and dive bar spirit and double-down on its status as ‘Brunswick East’s local rec-room’. The result was a diner-meets-dive bar identity complete with menus, gig guides, loyalty cards, website and more. A woodtype-inspired logo, devil’s hand brand mark and variable type system brought the Americana without falling into tropes, while the palette married pool table felt, leather diner seating, Aussie outback pubs and American dive bars. Add a dose of Bourbon Street, New Orleans for good measure. Much love to The Beast crew for the opportunity.