Alfie's your right hand man. All action, no distraction. Get in and get out with their single main dish – the humble sirloin.

Bringing corporate Sydney into the gritty world of Alfie's was no small task. To answer we devised an 'anti-brand' aesthetic of mix-matched, hand crafted A's, that would tie together much of the brands touchpoints.

There are several key signage moments – a neon 'A' enmeshed in a stainless steel cage, a zinc anodized wordmark and an interior lavatory lightbox.

Inside a projection video reel washes the wall of the dining space with an eclectic mash up of eye candy and pop culture. This moving artwork enlivens the space and injects the raw underbelly east London brand concept into the dining area.

The electric blue buckram menu is one of the standout coloured moments in the otherwise stark industrial space, and the coasters bring the diner into the journey of the eclectic butcher – featuring the 'A' brandmark and an array of clever copy grabs.

I took on brand direction, asset rollout, signage, the projection reel and finished art.