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Strategy / Branding / Creative / Digital / Content / Integrated Marketing

Overview

We were approached to brand an elite multi-level entertainment venue, which intended to enter the market as a new entity and entertainment group to upscale the previous bar and nightclub complex. This was a unique concept not done before in Canberra — five individually-themed levels comprising a tapas bar, a fine-dining restaurant, a functions room, and an upscale nightclub with a dive bar. Its competitive edge would be focused on providing entertainment and social experiences for people with different tastes.
Logo Identity
Brand Strategy
Stationery
Signage
Website

Approach

The name Balthazaar was chosen to encapsulate the other-worldly, attributes of the themes on each level of the complex. A striking logo was essential to capture the spirit of the brand and sub brands, and most importantly, catch the interest and attention of locals and tourists.

While Balthazaar would be the over-arching brand, each level would have its own sub brand. This meant we not only had to give each level a differentiated and unique edge to appeal to relevant audiences, but each level’s brand had to tie in with the Balthazaar concept.

Our campaign strategy has been to focus on the “Balthazaar” experience and show how Balthazaar and its sub brands differentiate itself from its competitors (price, food and social experience).

Result

While still a Boss Agency work-in-progress for the company, the end goal is to create a recognisable and quality brand that enjoys a high degree of customer loyalty in the ACT, and Australia generally.

Boss Agency listened, leaned in, and really drove the entire Balthazaar branding project home. That meant a lot to me. Now, they are a part of the Balthazaar story and any impact we make in the future.”

Rulla Bakri, Managing Director
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