PINEAPPLE HOTEL

Helsby’s Ale House is a craft beer venue located inside the iconic The Pineapple Hotel at Kangaroo Point.

The project transformed the hotel’s traditional front bar—once dominated by TAB screens and gaming—into a boutique beer space rooted in character, history and storytelling.

Drawing inspiration from the building’s 1864 origins, the concept celebrates Brisbane’s working-class pub culture—dock workers and long-time locals who shaped the venue’s identity over generations. A key influence was a long-term patron whose story helped inform the creation of a semi-fictional brand character that anchors the Helsby’s identity.

From there, we developed a full environmental branding system that extends across the entire venue, including a refresh of the hotel’s official logotype.

Importantly, much of the project was designed and produced in-house—allowing us to fully control how the brand lived in the physical space.

This included brand identity design, menus, merchandise, and a wide range of custom-crafted elements such as hand-painted murals, laser-engraved tap handles, bespoke signage, and vintage-style artwork and framing. We also designed and fabricated physical components like custom tap hardware, bringing the brand directly into the hands of patrons. Hidden design details were embedded throughout the venue, adding layers of discovery within the space.

Working closely with the architect, we integrated design into the building’s restored fabric—revealing original surfaces and using them as part of the storytelling.

Helsby’s Ale House is a strong example of environmental graphic design in practice—where branding, interiors, and hands-on making come together to create a fully immersive hospitality experience.