Live the legend
SARAH SANDS, BRUNSWICK
BRINGING AN ICON
BACK TO THE FUTURE.
Steeped in over 170 years of rich history, notoriety and folklore, Sarah Sands is a Brunswick legend. Named after the iconic SS Sarah Sands, launched in 1846 in Liverpool and journeyed to Melbourne, the Sarah Sands Hotel has been a Brunswick landmark since 1854.
From 1950s hot house to 80s adult club and 90s Irish-themed pub, the Sarah Sands had been renamed, renovated and painted over. But Sarah had never been forgotten. It was time to bring her back.
Heralding a new chapter in her incredible history, Sarah has been restored and reimagined by award-winning Australian architects JCB and developer Peregrine Projects, reinstating the iconic pub along with 31 bespoke residences.
From across the seas
and faraway lands, Claire’s research formed the foundation of the brand uncovering historical images, original ship letters and a ballad written in Sarah’s honour.
Reinstating the name
Sarah Sands and honouring her proud past, Claire’s branding celebrates the enduring power of the Sarah Sands legend.
A teaser street poster campaign heralded Sarah’s mystical return.
Creating a mash up
of iconography and mythology with gritty pretty aesthetic, Claire reimagined a brand language for Sarah Sands in the modern era.
Like the legend of the phoenix,
Claire Skinner’s brand strategy brought Sarah back to life,
better than ever.
CONCEPT, CREATIVE DIRECTION & DESIGN: CLAIRE SKINNER
3D Rendering: Myles Montgomery, Location Stills Photographer: Andrew Vukosav, Aerial Photographer: Lensaloft, Retouching: Peter Orlik, Copywriting: Claire Skinner & Big Words, Printing: Gunn & Taylor, Paper: Spicers