For The Retreat Hotel Abbotsford, this has been one of Studio Still’s most interesting and character-filled clients to date.

The venue has so much history, personality and quirkiness built into it already, which made the creative direction feel different from the start. The goal was never to make The Retreat feel overly polished or trendy. It was about bringing the soul of the pub forward online and making the social accounts feel more aligned with the venue itself.

Over the past few months, we have focused on reactivating the social accounts and giving the brand a stronger, more consistent visual identity. Our first week saw a 180% increase in accounts reached, with a number of past followers and customers getting around our welcome video, which was a introduction into the new content style. Next up was finding the right colour balance for the account colours that felt warm, nostalgic, slightly old-school and reflective of the building’s heritage, while still feeling clean enough for social content.

From there, the focus shifted into building content around what makes The Retreat different. We wanted to highlight the weekly meal deals in a simple and clear way, while also showing the pub as more than just a place to eat and drink. The Retreat has a very groovy, lived-in energy, so the content needed to capture the building, the atmosphere, the regulars, the staff and the small everyday moments that make the venue feel real.

A big part of the strategy has been showing the people around the pub. Regulars, mates catching up, staff behind the bar, pool table moments, front bar culture and natural interactions all help make the account feel more human. Rather than only focusing on polished food and drink content, we wanted the account to feel like a reflection of what actually happens inside the venue each week.

At the same time, we have continued to highlight the quality of the products The Retreat offers from classic pub meals and weekly specials to drinks, live music and the general pub experience. The aim has been to create a balance between practical promotional content and storytelling content that shows why people keep coming back.

Overall, The Retreat has been a chance to build a social identity around character, history and community. The account is now starting to feel more consistent, more recognisable and more connected to the actual personality of the venue. It has become less about simply posting content, and more about documenting the culture of one of Melbourne’s most unique local pubs. If you are ever in the area, get down on a Sunday arvo and grab a cold one and listen to some local live music.