Papa Dubai · Nine-bar & restaurant launch · Brand director

One team.
Three months.

A three-month emergency turnaround as brand director, galvanising PR, digital, production, web and creative partners into one integrated team to launch nine bar concepts and a restaurant, all on one floor, all at once.

The challenge

Nine bar concepts and a restaurant opening across 17,000 sq ft on one floor, all at once, with the clock already running and multiple agencies that needed bringing into shape.

What I did

Stepped in as brand director. Set the brand platform, aligned stakeholders and resources, and directed every partner from toolkit to opening night.

What changed

Nine concepts launched as one brand, with every partner working from one story and one toolkit.

3 months

From arrival to launch

17,000 sq ft

Of hospitality on one floor

9 bars

From Mezcal Street to Champagne Avenue

1 team

PR, digital, production, web and creative partners

Everything, directed

01Brand platformTaste-makers + Rule-breakers: positioning, pillars and a brand architecture built to last.

02Marketing toolkitOne system every agency worked from: colours, frames, monograms and tone.

03Nine bar identitiesA monogram, colour and key visual for each bar, from Gin Point to Tequila Road.

04Digital & socialWebsite, launch video, Instagram system, digital banners and e-vites.

05PR & printPR kit, editorial, customer cards and business cards.

06Venue & launch nightMurals, cutlery and the choreography of opening night.

The creative platform

Nine ways into the night.

Part restaurant, part club: relaxed glamour fuelled by endless reinvention. One story the PR, digital, production and creative partners could all tell as one.

Open editorial spread carrying the Taste-makers + Rule-breakers headline

Nine bars. One system.

Bar identities

Key visuals for the nine Papa bars, each framed in its own colour

Nine bars, each built around its own drink: Mezcal Street, Rum Station, Whiskey Square, Sake Alley, Gin Point, Wine Court, Tequila Road, Champagne Avenue and Vodka Lane. Each has its own monogram, colour and key visual, all built from the Papa mark.