Swear Words

Rochester Hotel – A dive vibe for Victoria’s most beloved pub.

  • ART DIRECTION
    BRAND STRATEGY
    COPYWRITING
    IDENTITY DESIGN
    ILLUSTRATION
    SIGNAGE
    TYPOGRAPHIC DESIGN
  • Photos — Benny Capp, Kelly Gardner

The Rochester Castle Hotel is a casual Fitzroy bar with a focus on Southern American food, drinks and music.

We drew design inspiration from the vernacular of American dive bars for an intentionally undesigned result which features such faux-pas as laminated menus and dodgy typography. Our brand credo “Eat like no-one is watching” is the sentiment that drove the creative.

The Rochey was voted Best Pub in Victoria at the 2015 Australian Bartender Awards.

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Established in 2003, Swear Words is a team of creative minds specialising in brand naming, strategy, copywriting, and identity design. We exist to fulfil the potential of good things made by passionate people. Whether you are a small-scale regional producer, a growing service business, or a global entity, if you share a passion for your work and a desire to inspire joy, we’ll make a great team.

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For more information or just a chat, email [email protected].