InterContinental Sydney

Naming & positioning for Aster & The Treasury

We partnered with The Bar Brand People to deliver naming and brand positioning project for the two new F&B outlets at iconic InterContinental Sydney, Aster Bar on the rooftop and The Treasury bar in the lobby, as part of the five-star hotel’s $110 million renovation project. We supported their broader marketing efforts through researching, devising and delivering positioning statements, taglines, brand stories, tone of voice and language values for both new F&B brands.