The Bay
Hotel and Diner

Brand Identity & Strategy, Print, Digital, Signage

When new ownership took over the The Maroubra Bay Hotel in 2014 it had a reputation of being a ‘rough’ establishment. It had changed hands frequently over the previous years as its clientele often alienated the market they wanted to attract.

The new owners saw the untapped potential in the venue which sits directly overlooking Maroubra Beach. The task was to shed the reputation as a place to avoid and reposition it so that it was seen as clean, high quality, family friendly and a place where the close knit Maroubra community could come together.

A brand was established that has a relaxed, family atmosphere but still maintains a contemporary, fun feel. It appeals to a demographic which includes families and people of all ages. 

Within the first 6 months of opening The Bay tripled in revenue with a 300% increase compared to figures the pub was purchased on. The owner has stated that he attributes a lot of The Bay’s success to the fact that the brand foundations were set up from day 1, allowing them to start attracting a crowd right from the beginning.