The latest addition to the MCG's range of hospitality offerings is the Lock-up Bar, named for it's location within the old stadium police cells. MCG's brief was to create a space with a more grungy look compared with the other venues on offer and to take full advantage of the heritage of the space.
The concept was developed to compliment the interior design of the space, which is inspired by prison blocks featuring industrial, honest materials and furniture. The logo was designed to reflect the theme, with characters isolated in individual cells and a single key acting as a hyphen between the words.
Showcasing the history of bad behaviour at the MCG, images of the famous Helen D'Amico streak in 1982 are displayed on coasters and menu backing boards, adding a sense of humour to the brand.
Signage was designed to feel industrial and authentic in construction, using layers of contrasting steel to display the logo above the shopfront for customers to locate the bar.