2kw – bar, restaurant, destination

Adelaide’s relatively recent and most famous rooftop bar has people talking, for many reasons. Taking what is essentially the most prime position in all of Adelaide, this high end renovation has it’s guests with front row seating to the riverland precinct. I’ve visited the venue multiple times with a few well known Adelaide business types and have great experiences abound. Here’s my view of 2kw, the branding and how it’s impacted Adelaide dining and drinking culture.

The Brand, what does it mean?

2KW – subtle in it’s name, is devilishly intelligent in design. 2KW is simple – it stands for the buildings address – 2 King William (st). This acts as both a simple sleek brand design, but also a reminder of the address making it the ultimate conversation settler on ‘where to go on Friday’.

The owner of 2KW, Martin Palmer, has seen through the renovation of multiple other well known venues including The Hwy – which also carries through a unique brand making a play on words for it’s highway location.

The brand clearly is pegging itself to be high end – with enforced dress codes and multiple greeters beyond just the obligatory bouncers.

The Fitout

The fitout of the restaurant and bar is well designed, allowing for a significant enclosed bar and restaurant, wrap around deck with booth seating and an open area with secondary bar with ranging views, gas heating and various types of seating from stools, view side seating and raised sets of tables and chairs. Styling carries through as the latest trends with brass, whites, natural wood and elegant lighting. When taking a foray with my colleague from Adelaide Hills Electrician, Joseph, noted the electrical fitout has been designed to keep the lighting balancing aesthetic appeal and practical uses – at no point do you feel that the place is too dark, or too unnaturally bright.

The bar is marble and stocks a significant range of spirits and beers – there is a strong high end amount of spirits – but no Jack Daniels. (are we surprised?)

What can 2KW do to improve?

The bar is fantastic overall and the use of DJ’s gives a great vibe, however during the cooler months this exposed site struggles with winds and rain making a significant portion of the booth areas cold and wet, whilst the remaining areas are packed. I would suggest it would be fantastic if they could work with trying to weather proof the areas a bit more extensively considering it’s exposed nature – making the venue more accessible and functional year round. It’s hard to justify going to a cold wet venue when there’s a plethora of warm dry options (some even with lovely wood fires) in the CBD to keep it’s patrons warm and entertained.

My Thoughts overall?

Overall I think 2KW is a great addition to Adelaide’s nightlife and features a fundamental step in reinvigorating some of the larger underutilised buildings in the city. Instead of developing new buildings, we can only hope Adelaide further develops more of our existing buildings to bring further life into the city and opening up opportunities for all.


Brand Review – Little Fat Lamb

Today I’m going to review the branding for the latest alcopop phenomenon taking Australia by storm – Little Fat Lamb. This brand has been getting in the news for providing a fruity, low cost cider style beverage popular with young drinkers in large volumes.

What is the Brand:

Little Fat Lamb is a alcopop beverage brand which has come into the Australia consciousness in the last 12 months. Offering a range of fruit based non-spirit beverages they aim to target the cheap end of the alcohol market. Their branding is simple – cheap soft drink style containers, a simple yet dated looking black cursive text for their name and the flavour/imagery on the bottles changing with each flavour. The brand is relatively consistent across the beverages, with colour used to denote each flavour type – ie ginger is orange, berry purple etc.

What do they do right:

As a brand – they’re leveraged the young pop-culture market through the usage of ‘memes’ – looking at their official Facebook page currently has a display picture such as this:

They’ve also leveraged the news media storm which whilst trying to condemn the brand for being seen as encouraging irresponsible drinking, has instead grown its customer base dramatically being seen as a fun, cheap alternative. A lot of this relies upon the current tax environment in Australia, which taxes these types of alcoholic beverages lower than other sweet fruity spirit based beverages.

Not attempt is made to make the brand from being seen as a cheap option, the opposite is true. Little Fat Lamb bottles their drinks in 1.25L soft drink style containers, as cheaply as possible to build the image as the cheap drinkers choice. This brand decision has worked in their favour as the price conscious younger generation will buy the product in droves.

What do they need to do better:

My only criticism towards the branding design is based on the lack of a very simple yet important factor – a website! Scouring for information on this brand, I’ve only managed to find news articles complaining about the range of beverages, or the Facebook page which shows a reel of images of the beverages and the antics of the purchasers of the product. In saying this however, the relatively anonymity of the brand hasn’t impacted the sales of this beverage so perhaps their marketing strategy isn’t being impacted by the lack of a website.

Final Thoughts:

In a crowded market, Little Fat Lamb has carved a relatively strong niche which has garnered interest from consumers and media a-like. Using the discussion on alcohol taxation and drinking culture, Little Fat Lamb has “meme’d” their way to success. The key for their brand to continue will be to counter any potential new rivals which will emerge in the price-sensitive space and to ensure they continue to hold the interest of its buyers – whether through developing their brand further or through the introduction of new products, flavours or ranges.