Swear Words

March Bar & Ides – From pop-up to Melbourne institution.

  • BRAND STRATEGY
    IDENTITY DESIGN
    PACKAGING DESIGN
    WEBSITE DESIGN
  • Photographer — Rebecca Newman

Hatted Melbourne restaurant Ides began as a once-a-month pop-up by former Attica sous chef Peter Gunn and is now a local stalwart on the iconic Smith Street, Fitzroy. Post covid, Pete opened March Bar in the vacant shop next door to Ides so diners can indulge in a bar-friendly version of the Ides menu and/or pre/post-dinner cocktails and exquisite sherries, wines & sake. Fast forward to 2023 and March is the TimeOut bar of the year winner!

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Since 2003, Swear Words has helped founder-led businesses turn good products and services into brands people want, remember and choose.

We work across naming, strategy, copy and identity, shaping the decisions that make a brand sharper: what it’s called, what it stands for, how it looks on a shelf, and how it feels in someone’s hand, kitchen, fridge or daily routine.

We’re best with people who care deeply about what they make. Regional producers getting ready for the shelf, service businesses growing beyond word of mouth, and larger teams that still want founder-level care in every decision.

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