Bustle
Bustle
A brand built for independent hospitality.
The Context
Bustle’s original posBoss brand didn’t capture their energy, mission or the vital role they play powering great hospitality.
We partnered to help them to become a brand in the world of their customers and industry.
Bustle came to us as posBoss. A typical business to business technology-first SaaS brand.
The excellent team there came to us as they saw their current brand did not capture their true essence as a company. Like many technology companies they were a software brand marketing to their customers, not a brand in their customer’s world selling software.
Bustle’s ideal customers are independent-minded café and hospo owner operators. The original operators, those with character and a point of view. They know the kind of venue and experience they want to deliver, they own and run their own place because they love hospo, love working with people, making and sharing great food, drinks and personal experiences.
We partnered to help them to become a brand in the world of their customers and industry.
Bustle came to us as posBoss. A typical business to business technology-first SaaS brand.
The excellent team there came to us as they saw their current brand did not capture their true essence as a company. Like many technology companies they were a software brand marketing to their customers, not a brand in their customer’s world selling software.
Bustle’s ideal customers are independent-minded café and hospo owner operators. The original operators, those with character and a point of view. They know the kind of venue and experience they want to deliver, they own and run their own place because they love hospo, love working with people, making and sharing great food, drinks and personal experiences.
The Idea
The goal for the brand was to become synonymous with Bustle’s hero customers, to look, feel and behave more like a hospo brand than a generic software product, and be known by all as the best way to run a hospo business. We set out to make a brand that could show they were truly in hospitality and selling software, rather than a software brand selling to hospitality. Capturing the true energy, love and commitment to hospo the company had.
The Brand
The visual brand elements, at every touchpoint, are derived from the world of hospo — textures and materiality found in cafés, illustrated little character logos found on signage, eclectic typography, and layouts you might see within receipts, menu cards and sandwich boards.
The Bustle identity finds every opportunity to execute like a hospo business would. For example, creating physical menus to display product features, and creating t-shirts and merch that look more like your local natural wine bar than a corporate.
Bustle intentionally leans into the slightly chaotic buzz and fast moving energy of cafés and small owner-operator spots. The videography captures the hustle and bustle of a busy café, filling cups and orders, flipping burgers — there’s a constant upbeat, always on the move energy in these places.
Bustle was the name we evolved the brand to in order to capture the sense of movement, hustle and bustle that marks a great hospo spot and the energy and life of the visual identity is the embodiment of this approach. We hope you like it as much as we love working with the team at Bustle to develop and continue to grow this brand.
The Bustle identity finds every opportunity to execute like a hospo business would. For example, creating physical menus to display product features, and creating t-shirts and merch that look more like your local natural wine bar than a corporate.
Bustle intentionally leans into the slightly chaotic buzz and fast moving energy of cafés and small owner-operator spots. The videography captures the hustle and bustle of a busy café, filling cups and orders, flipping burgers — there’s a constant upbeat, always on the move energy in these places.
Bustle was the name we evolved the brand to in order to capture the sense of movement, hustle and bustle that marks a great hospo spot and the energy and life of the visual identity is the embodiment of this approach. We hope you like it as much as we love working with the team at Bustle to develop and continue to grow this brand.
Testimonial
Jonny McKenzie
Founder
Bustle
Founder
Bustle
“The team at Previously Unavailable exceeded our expectations, delivering exceptional work. Their determination to understanding our customers, product, and team helped create a brand that perfectly represents who we are and what we stand for. As a result, we now have a brand that resonates with our audience and supports our mission to serve independent-minded cafe and hospitality operators worldwide.”
Featured Projects
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We take on select projects, working with companies who are inventing or reinventing. If there’s a project you’d like to talk to us about, please get in touch.
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