The Challenge

With the Jensens empire expanding, brand creation was again required for another new venue. Owners Carl and Brooke partnered up with Josh Metcalf to create a distinctive new cocktail bar in Cronulla, named Papa Js.

Having worked together many times previously, they engaged branding agency Percept for the brand creation of this exciting new hospitality hot spot. The objective for the brand creation was to develop a sophisticated brand that conveys the tone of a venue the Rat Pack would happily frequent if they found themselves in Sydney today.

The Solution

Brand creation specialist, Percept, developed a brand identity that visually creates a sense of classic sophistication as if you were dining in a 1950’s lounge bar. Drawing on the vernacular of the 50s, and rebellious Rat Pack, Percept’s brand creation for Papa Js has all the glitz and glam of Vegas with a modern twist. This was achieved with a refined monogram and typographic system combined with a regal colour palette that brought the Papa Js branding to life.

The theme initiated by Percept’s brand creation, was beautifully carried through the interior design and fit-out, which was executed beautifully by placemaking experts Giant Design.

To flesh out the experience of the new brand creation even further, Percept developed all brand assets required in the running of a hospitality business, including uniforms, menus and marketing communications. Each item reinforces the premium positioning of the brand by investing in special finishes in order to elevate all the crafted details with a touch of class. These indulgent enhancements add further appeal for the target audience of those who appreciate the finer things in life.