Rockaway is a historic neighborhood of New York and home to proud locals and the city’s beaches. Bungalow managed to survive the disaster brought on by Hurricane Sandy thanks to the help from a strong community and a riotous reality TV show. Flash forward a few years, the time came for a brand refresh and the start of a strong partnership between Selman and In Good Company.
A family business comprised of actual brothers and brothers in spirit, the Tubridy brothers reached out to us to help with a property close to their born-and-raised-in-Rockaway hearts. Their family restaurant on the bay needed to compete for the beach crowds and show a bit more of its personality, something that both the bar and the Tubridy family have in spades.
After our first meeting, it was immediately apparent the brand would be messaging-forward in a particularly Rockaway vernacular. Aside from the lively sayings, the identity is fortified by three key pillars—authenticity, approachability, and above all, community. We created and pitched three distinct directions before ultimately expanding out the identity you see now.
The Bungalow brand refresh by all accounts has been a runaway success. One of the biggest wins for Bungalow has been how well the brand lends itself to a diverse collection of merch, and holy shit, have they sold some merch! Bungalow proved to be the tip of the iceberg in our partnership with In Good Company. We have gone on to work together on several of their other restaurant properties around NYC and even their new hometown hotel.