Cumberland Arms Hotel

There will always be a sacred place in Australian culture for pubs where you can get a cold pint of beer, big-as-your-face schnitzel and watch the footy. For those visiting in 2016 though, a nice glass of wine, good selection of salads and clean, effective design don’t go astray either.

As part of their strategy to broaden their market appeal, The Cumby asked Be Friendly to overhaul their branding and roll out the new approach across the menu, uniforms, signage and wayfinding in the venue.

Evolving from branding previously developed by Be Friendly for the client, the established pig icon was retained and updated, the pig’s beverage of choice shifting symbolically from beer to wine. The typography was made leaner and cleaner and a consistent approach through the whole pub achieved a fresh but still unpretentious feel.