Chei Wen Bar
Proposed Rebrand [2024]



Location
Melbourne-Naarm
[AUS]

Sector
Hospitality
Service
Visual Language
Merchandising
Print-Based Media
Digital Presence






Chei Wen, a dive bar opened in 2018 in Ivanhoe, blends a 1960s retro ethos with contemporary culture. Its eclectic décor and nostalgic soundtrack create a vibrant, “back to the future” experience.

Despite its popularity, the branding lacks cohesion and professionalism. The rebrand establishes a unified identity that reflects its retro-modern character and appeals to both loyal and new audiences.




[01] Visual Language

Retro-modern with warmth and snap. Clean geometry, lively layouts, and a photo style that feels lived-in and social create a cohesive, characterful system across every touchpoint.






[02] Merchandise

Tactile, collectible, and bar-forward. Patterns, marks, and bold blocks turn everyday items into keepsakes that deepen the venue’s atmosphere.







[03]
Print-Based Media

Posters, menus, and cards carry a strong rhythm and clear hierarchy. The repeating pattern anchors recognition while the compositions stay punchy and inviting.







[04] Digital Presence

Playful motion and pared-back grids translate the vibe online. Social feels lively and consistent, while the website adds a minimal loop that’s memorable and on-brand.







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