Helping bring back an icon

The Brief

It has been a decade since the iconic Abercrombie’s doors were last open. Since then a new generation of partygoers with updated expectations has arrived, and various new communication platforms are now used to promote a venue. With this in mind,  Solotel’s brief to Monster Children Creative was simple: How do we reimagine one of Sydney’s most celebrated venues, from the internal experience to how the venue talks to its patrons?

The Work

Monster Children Creative developed a transformative brand strategy and identity across all three venues that made up the Abercrombie master brand. Using a contemporary design architecture that refocused on a younger audience, Monster Children Creative developed the tone of voice, visual identity, interiors, digital motion, and activation toolkits to see The Abercrombie into the next decade of nightlife in Sydney.