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PROJECT OVERVIEW

September 2015 saw the launch of Swan Street’s newest addition, The Ugly Duckling. The Hecker Gurthie designed wine and cocktail bar reflects a high-end residential living space with a sophisticated and intimate aesthetic. To celebrate its arrival, 3 Degrees Marketing were engaged by The Ugly Duckling to provide support across the graphic design and PR departments, which included logo creation and associated collateral as well a PR program.

CLIENT OBJECTIVES

Officially announce the launch of The Ugly Duckling into the Melbourne hospitality scene.

Create a brand name and logo that reflects the venue’s sophistication whilst paying homage to the classic cocktail era.

Showcase the venue’s beverages offering of extensive local and international wines and custom cocktails.

OUTCOME

The Ugly Duckling celebrated its opening in September with an intimate cocktail event for 120 celebrities and media guests. Guests were treated to flowing Ruinart Champagne, as well a selection of antipasto style food including olives, individual charcuterie and cheese plates as well as handmade Ministry of Chocolate.

3 Degrees worked closely with The Ugly Duckling to create a customised public relations program to support the venue’s launch. The program included provision of a tailored media list, creation and distribution of event press communication, procurement of press coverage and VIP guest list management. Editorial support of the charming space was unparalleled with coverage in some of Australia’s top publications including Belle, Australian Gourmet Traveller, Delicious, The Age Epicure, Herald Sun and lifestyle websites Broadsheet, The Urban List and men’s online magazine D’Marge.

The event also unveiled the work of 3 Degrees’ design team who created the brand together with a myriad of elements including signage, website and menus. With these components, The Ugly Duckling’s understated look and feel was complete.