Swear Words

Rochester Hotel – A dive vibe for Victoria’s most beloved pub.

  • ART DIRECTION
    BRAND STRATEGY
    COPYWRITING
    IDENTITY DESIGN
    ILLUSTRATION
    SIGNAGE
    TYPOGRAPHIC DESIGN
  • PhotosBenny Capp, Kelly Gardner

The Rochester Castle Hotel is a casual Fitzroy bar with a focus on Southern American food, drinks and music.

We drew design inspiration from the vernacular of American dive bars for an intentionally undesigned result which features such faux-pas as laminated menus and dodgy typography. Our brand credo “Eat like no-one is watching” is the sentiment that drove the creative.

The Rochey was voted Best Pub in Victoria at the 2015 Australian Bartender Awards.

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Swear Words is a Melbourne-based design studio specialising in creating branding and packaging that is irresistible, unforgettable and friendly to the earth. We simply love what we do and love working with people who do too. Check out our reviews here.

Learn more about our sustainability commitment here.

Our team is; Scott Larritt (Creative Director/Founder), Audrey Mailhot (Design Manager), Yarron Frauenfelder (Lead Designer) and Rachel Chew (Senior Designer).

Our favourite things are; Brand Strategy, Brand Naming, Brand Identity Design, Copywriting (Verbal Identity), Packaging Design, Digital Design, Art Direction, Signage & Wayfinding.

Tell us all about your new project or just say “hey” to us@swearwords.com.au