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Ponsonby Social Club

Designing an anti-brand

A stand-out bar on the crowded Auckland scene, the Ponsonby Social Club didn’t need a brand so much as an 'anti-brand'.

Fighting against glitzy over-design, the Club’s fit-out in a historic building is pared back with brick walls, bare concrete and steel. We created a visual identity for Ponsonby Social Club that reflected this aesthetic, with an almost 'un-designed' logo, a rusted steel sign and menus made from recycled paper.