Sporting Club Hotel

Known for their sympathetic pub restorations, the team behind the Royal Oak Hotel and The Marquis of Lorne embarked on another inner-northern Melbourne pub refurbishment, this time Brunswick’s Sporting Club Hotel. With a strong food and beverage woffering and focus on the local community, the team approached TRiC to create a new identity for the 100-year-old-plus pub, to elevate its position as a community icon. 

Taking inspiration from the heritage and eclectic vernacular of pub culture, our primary objective was to craft an identity that resonated with comforting familiarity. We recognised the importance of avoiding complexity or gimmicks in our approach, instead prioritising a seamless and enduring design that effortlessly felt like ‘a really good pub’.

Great pubs are often a culmination of layered elements and organic moments that evolve naturally over time. We drew inspiration from the inherent charm found in these delightful mismatches, layering an array of era-specific graphic motifs reflective of Sporting Club Hotel‘s century-long history. This approach seamlessly integrated the new era of the pub while paying homage to its storied past. 
At the core of the identity is a monogram, with a speculative date, that culminates in a full-coloured crest. Typography extends to further layer the vernacular time and place of the pub, in the form of a wordmark. The coaster, a regular calling card for any pub, introduces a one-off typographic moment that invites patrons to muse on the size of their beer, while also providing handy navigation for the sprawling space, and an invitation to the bar. 

Signage further enhances the diverse vernacular language of the pub, combining iconic beer signs with the Sporting Club Hotel monogram, and a supergraphic that signals towards Sydney Road. Inside the pub, handmade leadlighting by Fools Glass formed wayfinding touchpoints throughout, and a simple website allows customers to make bookings and view the menu.

The timeless pub offering of the Sporting Club Hotel is reinterpreted anew. 

Creative Direction

Build: Curve Build
Interior:  Studio Co and Co
Signage: Anchor Signs
Stained Glass: Fools Glass
Photography: Rubin Utama