Skip to main content
After Hours Studio
(want more? see more) All projects

Building the (now viral) strategy, brand & website for WAYGOOD

Waygood_By After Hours Studio_Brand Identity_featuring brand illustration

Capturing the relaxed energy of Waygood, an unpretentious, warming and friendly neighborhood wine bar in Melbourne. We built the brand from the ground up, giving the venue its storytelling and spirit.

As the pandemic swept through hospitality, veteran restaurateur Martin Pirc found himself reflecting on the essence of dining. His fine-dining establishment Saint Urban no longer fit the moment. It was time to trade formality for neighborhood warmth and make way for Waygood, a neighborhood pit stop for good food and great wine.

Our research showed that after extended lockdowns, people were seeking spaces that fostered connection, community and nostalgia. Sleek and trendy wasn't resonating anymore. So we built a brand that feels like a close friend's dining room, with a "come as you are" spirit and a no-fuss, no-frills attitude.

Through careful research, strategy and execution, we captured the energy and spirit of Waygood: a place where you can drop in anytime, for any occasion, and feel right at home.

  • Strategy + positioning
  • Brand identity
  • Website
  • Art direction
  • Print + collateral

Creative DirectionShy TrutweinJasmine Gallagher
PhotographyKris Paulsen
CopywritingSunday Lunch

Martin Pirc
Waygood illustration of two friends sharing wine, in black line on yellow

(01) strategy + positioning

Come as you are.

After prolonged lockdowns, our research found people seeking experiences that foster connection, community and nostalgia. Sleek and trendy wasn't resonating anymore, so we built a brand around the warmth of a close friend's dining room, where you can drop in anytime, for any occasion.

Street poster of a man pouring red wine, reading Come as a neighbour, return as a friend

(02) brand identity

Laid-back and simple.

A visual identity synonymous with community, warmth and connection, guided by a no-fuss, no-frills attitude.

Waygood wordmark with sketchy illustrations on cream
Sketchy line illustrations of people with wine glasses and bottles
Waygood illustration on yellow beside a branded paper bag in front of a wine wall

(03) website

Simple to navigate.

The website is simple and easy to navigate, with large hero images and a clean layout that showcase the venue's offerings and atmosphere.

Diner reading a menu beside an orange Gather in good company layout

(04) art direction

High flash, relaxed frames.

Working closely with photographer Kris Paulsen, the art direction captured the energy and liveliness of the venue through high-flash lighting and relaxed composition. It feels more like flipping through a friend's photo album than browsing a restaurant portfolio.

Woman with a Waygood disposable camera, next to a branded plate and newspaper
Yellow Waygood disposable camera on a marble table and its flat packaging
Diner eating at a marble table beside a Waygood tote bag
Martin Pirc tasting white wine beside a yellow Waygood A-frame sign

(05) print + collateral

Menus, murals and signage.

The visual and verbal identity carried across menus, murals, signage and merch, so every touchpoint feels like the same friendly neighborhood spot.

Waygood wine list printed with line illustrations
Banquette table with wine glasses beside a page of Waygood brand story
Waygood coasters, matchbooks and cards scattered over a bistro table
Waygood business cards in cream, yellow and orange
Waygood illustrated sign on a building facade

want more?okay fine,(see more)

A Highly Legal™ evolution for Phytoca

Etoile

A new website for Étoile, bringing the brand’s editorial world into ecommerce.

Energy meets hydration for functional drink Tocci