From day one, we worked with the team behind Copycat Bar & Restaurant in Elsternwick to bring their vision to life. Before the venue even opened its doors, we were involved in shaping the brand from the ground up—starting with the identity, tone of voice, and overall visual language. The goal was to create a local favourite that felt both elevated and approachable—a place where you could enjoy a thoughtfully made cocktail without the pretension. Our role extended far beyond content; we were creative partners throughout the entire process.

We started by helping define what Copycat stood for. Through workshops and conversations with the owners, we honed in on a brand personality that was playful yet refined, confident yet laid-back. That informed the visual identity, which included a minimalist wordmark, a moody and muted colour palette, and typography that struck the right balance between classic and contemporary. Every element was considered in the context of the venue’s interiors and customer experience, ensuring a cohesive feel from the logo through to the menus and signage.

With the brand foundations in place, we moved into developing a strong visual art direction for all ongoing content. The venue’s interiors offered rich textures and ambient lighting, which we leaned into heavily. Our photography and videography approach embraced shadow, soft focus, and a cinematic tone that brought out the warmth and intimacy of the space. Food and drink were shot with restraint—letting the natural colours and compositions do the work. Motion blur and close-ups of glassware and ingredients in action gave the visuals a sense of life and energy, which was key in capturing the Copycat experience.

We also developed a social media strategy that aligned with the brand’s launch and growth goals. We helped the team understand what to post, how to tell their story, and how to engage with their audience without feeling forced. Content pillars were built around the venue’s key strengths: food and drink, atmosphere, community, and behind-the-scenes culture. From launch countdowns and sneak peeks to feature cocktails and chef spotlights, we shaped the rhythm and tone of their content so it would build excitement while staying true to the brand’s essence.

Over time, we built a rich bank of photography and video assets that gave Copycat a consistent and compelling presence across platforms. We delivered everything with the future in mind—editable, reusable, and cohesive. The response from the community was immediate. Engagement grew, bookings came through Instagram, and the brand developed a strong local following that felt organic and well-earned. More importantly, Copycat looked and felt exactly how it was experienced in person: stylish, intimate, and full of character.

By being involved from the very beginning, we were able to ensure every visual and strategic decision reinforced the brand’s positioning. This wasn’t a venue that needed to be reinvented—it was one that simply needed its story told in the right way. And that’s what we helped deliver.