LEFT BANK MELBOURNE | BRAND CREATION & CAMPAIGN
Reframing bottomless brunch as a social ritual, not just a menu offering.
Reframing bottomless brunch as a social ritual, not just a menu offering.
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RESULTS
15%
INCREASE IN SATURDAY BOTTOMLESS BRUNCH REVENUE
14,140
TOTAL SATURDAY BOTTOMLESS BRUNCH COVERS (7 MONTHS)
TOTAL SATURDAY BOTTOMLESS BRUNCH COVERS (7 MONTHS)
13%
INCREASE IN SATURDAY BOTTOMLESS BRUNCH COVERS
$964,362
TOTAL SATURDAY BOTTOMLESS BRUNCH REVENUE (7 MONTHS)
TOTAL SATURDAY BOTTOMLESS BRUNCH REVENUE (7 MONTHS)
OBJECTIVE
Bottomless Brunch was losing momentum as competition increased across the Melbourne market. With multiple sessions running across the weekend to different audiences, the offer lacked a clear identity and was becoming difficult to market with impact. It was simply a menu offering with no distinct personality or point of difference.
As part of a broader restructure that introduced Supper Club and Bottomless Sundays, the Saturday daytime session remained the core revenue driver of the weekend.
The objective was to reposition Bottomless Brunch as a distinct product with its own positioning, target audience and campaign voice.
APPROACH
Looking at booking behaviour and customer data, it became clear there were two distinct audiences within the bottomless brunch offering, each with different motivations and occasions. To sharpen the brand and drive stronger conversion, the decision was made to split the offering into separate, distinctly positioned products rather than market a single session to everyone.
The focus here is the repositioning of Bottomless Brunch as a Saturday-only, celebration-led experience. The target audience was identified as women aged 18–30 planning birthdays, hens and group occasions, a high-intent audience that responds to bold, personality-led creative.
A campaign platform centred around ritual and celebration was developed to reposition bottomless brunch from a food and beverage package into something people actively plan their weekend around. Visual identity, tone of voice and content were built to speak directly to this audience and reinforce the booking behaviour we wanted to drive.
EXECUTION
The full creative platform was developed in-house, including visual identity, art direction, photography, typography and colour palette. The photographer was briefed, styled and art directed without an external agency.
The decision to reposition rather than refresh came directly from the data. The audience was clear: women planning birthdays, hens and group occasions, but the existing creative wasn’t giving them a strong enough reason to choose Left Bank. The rebrand was designed to change that.
The booking landing page was redesigned to reflect the new identity and reduce friction in the booking journey. In-venue assets across menus, signage and event materials ensured the brand carried through to the physical experience.
Organic social content was planned, created and managed in-house, aligned to the audience and occasion to reinforce the positioning and drive bookings.
