VISUAL IDENTITY FOR O’LEARYS
Designed for the game
In 1988, Sweden’s first American sports bar opened its doors at Basargatan 10 in Gothenburg. Inspired by a Boston neighbourhood bar, O’Learys became the go-to spot for sports, American food, and good times. After decades of success, it was time to modernise and refine the visual identity.
Visual Identity
Packaging Design
Packaging Implementation
Green is the colour of Boston
Green for the Celtics, green for Boston's Irish roots, green was a no-brainer. A vibrant yellow as a secondary colour adds the just the right dose of joy and energy.
New logo for a new era
We stripped away the clutter – outlines and unnecessary details – and switched to a classic baseball script that instantly signals sports and the spirit of the USA.
A restaurant for sports fans
O’Learys is where sports and good food meet. This was captured in a playful way through bold, eye-catching pictograms, where an ice cream cone can transform into a basketball hoop, and a hamburger can playfully take the shape of a rugby ball.
E-sports with a side of fries
O'Learys wasn't only streaming the sports you would expect. With the E-sports booming in popularity, the chain saw an opportunity to create a home for avid fans, screening all of the big tournaments live and attracting new clientele to their restaurants. Neumeister created a series of dynamic and static graphics to promote this new initiative and draw in the gamers.
The Spirit of O’Learys
Fair, Passionate, and Proud – these are the core values of O’Learys. With a visual identity that captures the adrenaline and the atmosphere, the cheering crowds and the roar when the ball hits the back of the net, we bring it all to life.
History you can hold
Home to the Celtics, TD Garden has been a witness to some of the biggest moments in basketball. History has been made between those walls and the soles of legends have walked, run and jumped over every inch of that old parquet floor that sits in its centre. It holds the blood, sweat and tears of hard fought victories and devastating losses, and when it came time to replace the floor, O’Learys was honoured to receive part of this incredible piece of history and be able to share it with the people that had played a part in shaping its own.
The spirit of O’Learys
Fair, Passionate, and Proud – these are the core values of O’Learys. With a visual identity that captures the adrenaline and the atmosphere, the cheering crowds and the roar when the ball hits the back of the net, we bring it all to life.