Bellevue Bar & Terrace is a contemporary Melbourne pub set along the Yarra River, bringing together elevated dining, relaxed drinking and the energy of the city. Studio Percy partnered with the venue to define its positioning and develop a distinctive hospitality identity that balances classic pub character with a fresh, modern approach.
BELLEVUE
CLIENT
Bellevue Bar & Terrace
SECTOR
Hospitality
SCOPE
Strategy, Positioning, Branding & Design
Project Team — Creative Direction + Design, Geordie Launder
The identity system was designed to feel warm, welcoming and distinctly connected to its riverside setting. Drawing on the character of classic pub aesthetics, reimagined for a contemporary audience, the brand balances timeless typography, considered graphic patterns and a grounded colour palette. The result is an identity with personality and character, designed to let the venue sing.
Studio Percy developed the brand identity and creative direction for Bellevue Bar & Terrace, creating a flexible visual system across signage, digital, menus and in-venue touchpoints. The result is a contemporary identity that brings fresh character to a classic pub, with a nod to its riverside setting.
