Case Studies / The Breakwater

Overview
The Breakwater
is one of Perth’s premier hospitality venues, overlooking the water in the idyllic setting of Hillarys Boat Harbour. The Breakwater incorporates a stunning bar that spills out onto the boardwalk, an upstairs cocktail lounge and restaurant, and a beautifully appointed private function suite.

Problem
The venue’s size and diverse spaces are at once its greatest asset and a liability when looking to create a cohesive brand experience. Block was charged with creating a brand architecture that was flexible enough to appeal to diverse groups at different times, but would still mark The Breakwater as a sophisticated venue on a scale unrivaled in Western Australia.

Solution
Well before the venue was developed, Block worked with The Breakwater to develop a vision, brand personality and audience profiles for the venue and its individual spaces. These were then developed into mood boards that could be used well before the venue’s opening to engage and inspire designers, staff and suppliers and to communicate what the venue would look and feel like.

Block then created an identity that reflected the new-found spirit and essence of The Breakwater. In partnership with the client we developed a suite of new names and supporting sub-brands for each of the venue’s ‘offerings’ – The Lower Deck (main bar), Reid’s Lounge, Akoya Suite (private function space) and Ishka Restaurant.

The brand was then extended across a huge range of branded materials including corporate stationery, signage, menus, wine labels, coasters, uniforms, a launch invitation and The Breakwater website to create a rich suite of materials that reflect the extensive yet coherent offering of the venue.

Outcome
Today, The Breakwater is recognised as one of Perth’s premiere hospitality destinations. Since its opening, the venue has been the proud winner of three prestigious awards from the 2009 AHA Awards for Excellence:

  • The Lion Nathan Bar Presentation & Service Award
  • Best Redeveloped Hotel Award
  • Best Hotel/Tavern Award

In the 2010 AHA Awards for Excellence, The Breakwater won:

  • Best Hospitality Venue
  • Best Restaurant within a Hotel
  • Best Bar Menu
  • Bar Presentation and Service Award