Steeped in over 170 years of rich history, notoriety and folklore, Sarah Sands is Brunswick’s most legendary address. 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, Sarah has been renamed, renovated and painted over. But Sarah Sands has never been forgotten. It’s time to bring her back.

Heralding a new chapter in her incredible history, Sarah is being restored and reimagined by award-winning Australian architects Jackson Clements Burrows to offer 31 bespoke residences and dining destinations.

Like the legend of the phoenix, Claire Skinner’s brand strategy brought Sarah back to life, better than ever. Reinstating the name Sarah Sands and honouring her proud past, Claire’s branding celebrates the enduring power of the Sarah Sands legend.

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. A teaser campaign featuring a majestic wolf on posters pasted across Melbourne heralded Sarah’s mystical return.

Creating a mash up of iconography and mythology with pop culture playfulness and gritty pretty aesthetic, Claire reimagined a contemporary brand language to redefine Sarah Sands for the modern era.