Tucked away in Melbourne’s inner north, North Fitzroy Arms has quietly served locals for over 150 years. When Julian Downing took over, the goal wasn’t reinvention but elevation, retaining the pub’s local spirit while crafting a more refined, modern experience.

The dining concept sets the tone: elevated pub food that draws from dishes served throughout the venue’s long life. This sense of continuity, past and present in conversation, became the foundation of the brand.

Visually, the identity balances grit and grace. A serif, sans serif, and script work in harmony to create subtle tension. The working-class footy pub meets a polished wine list. Rather than lean into kitsch Australiana, we borrowed from classical European cues and grounded them in a local, lived-in context. Language plays a key role: warm, sharp, and knowingly understated, much like the pub itself.

The design extends from the red-and-cream front bar, still lined with footy memorabilia and TVs playing the game, through to a dining room lit by art deco pendants and walls hung with vintage and contemporary Australian art. Every detail, from menus to match-day posters, carries the tone of the brand.

Working alongside Therefore Architecture, we ensured a unified spatial and brand experience. Together we shaped a venue that feels both deeply familiar and quietly new. A local for regulars and first-timers alike.