The Fuller - Fuller

The Brief

A brand activation to celebrate 30 years of Fuller, showcasing the heart of our story - our people, our craft, and our love of a good pub.

In 2023, Fuller turned 30. From our humble beginnings in Peter Fuller’s shed in 1993, to one of Adelaide’s leading brand and creative agencies, we wanted to celebrate three decades of business achievements, client relationships and employee careers.

When it came to throwing ourselves a party to celebrate this momentous occasion, we wanted to do something we’ve always wanted to do: buy our favourite watering hole (for a day).

On November 17, 2023, we took over The Colonist on The Parade and transformed it into The Fuller.

We set the tone with an invitation to guests teasing a ‘little’ birthday present we’d bought ourselves.

IT'S ALL IN THE DETAILS

A Fuller-inspired brand identity gave the pub its signature look and feel. From beverage names, happy hour posters and beer glasses, to wall art, bar mats and external building signage, everything had its own unique Fuller flavour and no stone was left unturned.

The Feed, a one-evening only publication, featuring highlights and stories from Fuller’s 30 year history, debuted at the birthday party, along with a line-up of limited edition merch that was up for grabs.

Fuller

A brand activation to celebrate 30 years of Fuller, showcasing the heart of our story - our people, our craft, and our love of a good pub.

We set the tone with an invitation to guests teasing a ‘little’ birthday present we’d bought ourselves.

We even created our very own news channel to run on TVs in the pub, featuring breaking stories, sports updates, the weather report and client ads.

Midway through the evening we revealed the actual birthday present we bought ourselves: a branding agency in Sydney.

As for The Fuller, guests couldn’t stop talking about it for weeks after, with a few suggesting a more permanent solution for the now legendary pub.