Brief

Amber State is a modern taphouse and BBQ located within the Novotel and Ibis Styles Development at Melbourne Airport. Designed as a vibrant social hub, Amber State revives the classic Australian tradition of barbecue and beer, offering a relaxed atmosphere for travellers, shift workers, and corporate guests. BrandWorks was tasked with developing the branding strategy, concept, and a comprehensive collateral rollout that reflects the venue’s community-focused ethos.

Approach

BrandWorks adopted a dynamic approach to establish Amber State as a premier destination within the airport precinct. The venue’s identity combines a taphouse with an outdoor BBQ area, creating an inviting space for casual gatherings and social interactions among hotel guests and airport staff.

The branding strategy centred on offering a modern pub experience that highlights quality craft beers and BBQ cuisine. BrandWorks executed a comprehensive collateral rollout, which included menus, t-shirt uniforms, and branded beer cans. Each element was designed to reinforce Amber State's relaxed, approachable vibe, ensuring consistency across all touchpoints.

Additionally, a complete signage package was developed, featuring internal and external branded signage and wayfinding systems. This signage enhances visibility and guides patrons seamlessly throughout the venue, creating an enjoyable and intuitive experience. The industrial aesthetic complements the casual atmosphere, making it an ideal spot for travellers looking to unwind before or after their journeys.