A Gold Coast Staple gets a tuneup 

MATT PAULL x PITSTOP 

PITSTOP Smokehouse & Cafe has been around for 10+ years and the iconic building even longer. It’s a Gold Coast staple in the heart of the Industrial/moto area of Nerang serving up coffee and smoked meats for its locals, moto enthusiasts and passers by.

The brief: Rebrand the out of date logo, brand Identity and overall aesthetics of PISTOP to drive it into the future. Re establish it as an Industrial smokehouse cafe with great old school charming service, elevated with traditional Texas style BBQ techniques and supported by local coffee and produce suppliers - to be a powerhouse iconic venue. 

Solution: A new modern Industrial vibe that can work across every key touch point of the brand from an Identifiable and relatable logo and brand elements that transcend not just visual cues and run through the veins of digital and print but have a industrial moto heart for ti’s followers. From wax paper, packaging, signage to stickers and gradually expanding merch for a retail arm, this tuned up brand will be one to enjoy. 

Key Elements: 

• Dynamic, crafted typography for the logo with a sense of motion and speed.

• A contrasting, deliberate, and static use of the octagon shape that doubles as a brand symbol. 

• A warm, expressive palette. 

• Gritty illustrations (to come) for Merch. 

• Clean but Industrial fonts - stripped back moto and undeniable street appeal. 

It’s been awesome collaborating with the PITSTOP crew on their rebrand. I’ve loved being part of their journey to elevate and expand their offering, scale up revenue, and make a real impact. With a bold new identity, they’re set to attract new customers, grow their local following, and stand out in a crowded Gold Coast market - and beyond. 

Website to come
Follow: @pitstop_nerang