New York’s Real Aussie Embassy

When New York’s last Australian pub closed during COVID, Aussies abroad lost a place to watch the footy and enjoy a Froth Whitlam surrounded by familiar accents. Enter Old Mates – New York’s real Aussie embassy, bringing a bit of down under, downtown.

Backed by Aussie A-listers Hugh Jackman, Pat Cummins, Mick Fanning, Patty Mills, Ash Barty, Hamish Blake, and Andy Lee, BAM worked with the founders from the idea’s infancy to craft a comprehensive brand identity.

From positioning to print, logos to livery, every detail was carefully considered. Including bespoke illustrations, posters, menus, tap handles, can designs, business cards and merch. We even helped curate decor – Rennie Ellis photography and a painting of a strange man whose only crime was eating a succulent Chinese meal. Steering clear of tourist-trap tropes, we built a brand that harkens back to beer from yesteryear – when pints cost a fiver and ring-pull tabs threatened to garrotte your index finger. All substance, no froth.