We are a bar and restaurant specialising in independent craft beer, cider, wine, and spirits, as well as quality casual food.
We are located in "South Bank"; the "cultural precinct" of Brisbane. This is an area with the city's main parklands, museums, theatres, and convention centre.
During the day our logo needs to catch the attention of a highly transient crowd of tourists, convention attendees, families, and students. We are competing with dozens of other restaurants in the precinct trying to do the same thing.
In the evenings, particularly on the weekends, the area is becoming a nightlife destination. We need to be perceived as a bar that specialises in independent craft beer. We are competing with other bars in the area, but none of them have the craft beer specialty that we do.
We are also competing with a massive nationally-branded brewpub up the street. They are part of a multinational conglomerate offering only their products. We are an independent small business offering a rotating selection of products from small, independent breweries. We'd like to somehow highlight this difference.
The evening and weekend trade is the largest part of the business, and has the most repeat customers, but we need to catch the attention of the transient population during the daytime so they are interested in checking us out at night while they are in town.