Grass Tree General Store
Project Scope: Social Media Content & Design Support
Industry: Restaurant & Cafe
Completion Date: 01.2025 - 09.2025
Social media marketing and graphic design support for Grass Tree General Store focused on growing their social media presence, strengthening their online community, and guiding their evolution from a café and general store into a tapas bar. The project included brand photography, social media management, and ongoing design support, ranging from custom graphics and menu updates to hand-drawn illustrations.
The refreshed visuals and branding honoured the original brand while introducing an refined twist to reflect a new era of the business. All in, these efforts elevated their brand story both in-house and online.
Updated Brand Identity
As Grass Tree General Store evolved from a daytime café and general store into an intimate tapas and cocktail bar, their brand required a thoughtful transition that honoured their established identity while introducing a refined evening presence. A new logo was developed using the brand’s existing visual style as a foundation, ensuring continuity while subtly elevating the design to reflect the warmth, atmosphere, and sophistication of their new concept.
The new evening name, Grass Tree After Hours — Tapas & Cocktails, was selected to clearly communicate the brand’s expanded offerings and distinguish the space from neighbouring nightlife venues. This naming direction provided clarity, reinforced their identity as a cozy tapas and cocktail bar, and allowed the business to confidently move into a new era without losing the character and recognition they had built over time.
Photography & Illustrations
Brand photography and custom illustrations were developed to align seamlessly with Grass Tree’s existing identity, drawing inspiration from the hand-painted mural in their space featuring whimsical grass tree characters on various adventures. This visual language informed a new series of illustrations used across social media and menu designs, adding personality and continuity to their evolving brand.