New menu screens show illustrations and bright text.

Coburg Drive-in Refresh

Strategic direction
Creative direction
Environment design

The Coburg Drive-in is one of the last, functioning drive-in venues in the country and it was starting look a little tired. Village Cinemas asked us to find a way to make Victorians fall in love with their oldest cinema once again.

We decided to celebrate Coburg’s senior status and recapture some of the magic from the golden era of drive-ins; the 1950s. We threw out everything modern and replaced it with a 1950s diner style brand system including menu boards, cut out standees, billboards and on screen ads. Bespoke illustrations by Mark Sheard were the mustard on the hotdog, designed to beautifully invoke nostalgia and whet your appetite at every turn. 

The refresh was overwhelmingly well received, with a sell out re-launch (complete with DeLorians) and a solid increase in takings. 

A table menu is displayed on a clipboard.

Looking back to push an iconic brand forward.

A drive-in cinema screen displays diner messaging.
Menu panels use vintage styling to display items on offer.
An large standee informs diners of the food available at the counter.