The Rocks’ Argyle Street dining precinct receives brand overhaul

ArgyleXchange outdoor ads

ArgyleXchange outdoor ads

A dining precinct within Sydney’s harbour side suburb The Rocks has received a brand overhaul by creative agency Alphabet.

ArgyleXchange is the new brand identity for a number of venues around Argyle Street owned by Urban Purveyor Group.

The idea is based on ‘X marks the spot’ and has been executed across street art and posters, outdoor via JCDecaux, social media and online.

A print portion will include a cover wrap of MX as well as ads in the SMH’s Good Food section and Time Out Magazine.

Urban Purveyor Group owns Sake Restaurant and Bar, The Cut Bar & Grill, Ananas Bar & Brasserie and The Argyle, all on and around Argyle St.

ArgyleXchange streetpostersThe campaign began with ‘guerrilla’ marketing including chalk and stencil art before widening to more mainstream ad placements.

Janna Szangolies, group marketing manager at Urban Purveyor Group said: “Sydneysiders are always looking for the next big thing. This branding exercise will allow us to inject fresh interest and create positive associations with our venues.”

Tim Klendienst, Alphabet’s creative director said: “The product on offer is really strong but the biggest opportunity for us is altering perceptions and getting Sydneysiders to think about ArgyleXchange as a one-stop-shop for a sophisticated night out.”

Client: Urban Purveyor Group
Agency: Alphabet
Creative Directors: Paul Clark & Tim Kliendienst
Brand Strategists: Alphabet & Penny Bowring / Fix Branding
Designers: Lara Juriansz & Ashleigh Steel


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