Client
Alder Road Group
Live Website
Business Stage
Managing Complexity
year
2024-26
Services
Naming
Brand Architecture
Brand Strategy
Brand Story
Visual Identity
Web Design
Web Development
Clarity and guidance for a hospitality powerhouse
Business Challenge
Former Merivale Group Head Chef and creative powerhouse David O’Brien had grown two successful hospitality businesses: Cook & Waiter, arguably Sydney’s most sought after event caterer and Food Rascal, the food strategy and consulting house behind corporate giants such as Macquarie and Atlassian. When he approached us in 2024 the business was expanding, adding an event venue and a bakehouse to their services. To build an engine for future growth we helped the team to clarify their mission and align their 4 independent hospitality brands under one guiding umbrella.
Our Solution
Working closely with founder David and his team we gave Alder Road an unapologetically bold identity deeply rooted in David’s unique family history and uncompromising work ethic shaped by his upbringing in industrial Liverpool. Typographic and simple, the identity acts as a stage to elevate the individual operational brands. The forward facing A-icon is a bold symbol for direction and guidance – a subtle play on the road signs of Alder Road, where David’s grandma Rose had a profound impact on his approach to hospitality.
Business Impact
Elevating Alder Road and shining a light on the people behind the four brands has empowered and emboldened the team to lean into their unique strengths and forge a path to embrace new business opportunities across the group’s unique offering.
Credits
Photography: Alan Benson
Illustration: Annika Weller
Ready to get growing?
Reach out and we’ll be in touch
Our Location
Sydney, NSW
Australia
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