Rooted in local ingredients, crafted naturally, and kept refreshingly simple.

The challenge

Seb's have something genuinely special, a clear philosophy around local ingredients and a natural, delicate approach to every pour. But the previous brand failed to communicate any of it. The visual identity felt disconnected from the experience inside the space: the thoughtfulness of the process, the care taken with sourcing, the unhurried craft of it all.

The approach

The guiding principle from the outset was restraint. Rather than adding layers of decoration or leaning into trend-driven aesthetics, the work stripped things back to what mattered. A bold, unapologetic sans-serif was paired with a delicate, refined serif, which created a contrast that oozed with tension. The chunky sans brings an edge and confidence; the serif brings the elegance and craft. Together they read as a bar that knows exactly what it is. The colour palette follows the same logic: muted, moody tones that feel rooted in the natural world. A warmth runs through it, subtle enough to avoid sweetness, present enough to feel welcoming. The result is a palette that conveys sophistication without coldness, and boldness without volume.

Key design decisions

The font pairing was the central decision. A chunky sans-serif beside a refined serif is a combination that could easily tip into gimmick, the key was in the proportions and the weight differential. Getting that balance right meant testing across formats, from signage to business cards, to make sure the contrast held without one voice overpowering the other. Equally considered was the decision to anchor everything in the palette. By keeping the tones muted and warm rather than clean and neutral, the identity avoids feeling clinical. There's dirt under the fingernails, in the best possible sense, it reads as a place that works with natural materials rather than despite them.