Iconic institution in the heart of South Yarra.

If you’re familiar with the culinary hub that is Chapel St, the name Abacus will surely ring a bell. Adopting the ‘all day dining’ model, Abacus offers a breakfast menu that transforms into a snacks and dining menu in the afternoon. To make things even more impressive, they also have a fully licensed drinks list where you’re able to spend your upcoming summer afternoons drinking aperol spritz on their al fresco seating area listening to live music.






The Brief

With lack of branding, Abacus reached out for us to assist them in their brand identity journey in order to differentiate themselves from the mass competition within South Yarra. They were on a mission to ignite their night time trade, and were searching for a team to generate the content that could be communicated effectively to their target audience.

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The Work

Whilst Abacus is well known for their coffee, we wanted to prove to their audience that there were many other things that they should be known for. Capturing their variety of offerings was a priority for us to incorporate into their instagram feed. Harmoniously intertwining these content pillars established and created awareness within the community that Abacus was no longer just a buzzing cafe by day, but also a casual dining spot by night. Our contributions towards their branding and strategy expanded their audience and overall improved awareness in their dining services.

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