New York’s Real Aussie Embassy

When New York’s last Australian pub closed down during Covid, Aussies abroad were left without a place to watch the footy, cheer on the Matildas, or simply enjoy one off the wood surrounded by a familiar accent. Enter Old Mates, the real Aussie embassy: bringing the spirit of down under to the streets of Downtown.

Backed by a mix of A-list Aussie celebs (including Hugh Jackman, Pat Cummins, Mick Fanning, Patty Mills, Ash Barty, Hamish Blake, and Andy Lee) we worked with the founders from the idea’s early infancy to craft a comprehensive brand identity. Every detail from positioning to print, typography to tap handles, logos to livery, was carefully considered to create a brand that’s all substance and no froth.