Jack Wild — Brand Guidelines
Brand Guidelines — 2025
Jack Wild Bar & Dining logo
Brand Guidelines 2025
Il Carattere Italiano · Coogee Diggers, Est. 1935
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ITALIAN BAR & DINING · ITALIAN BAR & DINING · ITALIAN BAR & DINING · ITALIAN BAR & DINING · ITALIAN BAR & DINING ·
GNINISD & RAB NAILATI · GNINISD & RAB NAILATI · GNINISD & RAB NAILATI · GNINISD & RAB NAILATI ·
01 — Brand Story
A Rogue & A Patriot
Jack Wild — born Giovanni Henry Wild — was the original Coogee larrikin. A man of playful mischief and unshakeable duty, he stretched the rules in youth then answered his country's call twice over. First as a young digger, then as a Lieutenant in 1942. He was a founding Coogee Diggers Board Member in 1935.

"He embodies the duality of a man who was both a rogue and a hero — a spirit we celebrate and honour."

Jack Wild Brand Story
Jack Wild Bar & Dining channels that same spirit: Italian soul fused with Australian coastal ease. Warmth without pretension. Quality without ceremony. A place to eat well, drink freely, and feel at home whether you've just swum at Coogee or arrived for a long Saturday lunch. Located at the newly renovated Jack Wild Bar inside the Coogee Diggers, 2 Byron Street — five minutes from the beach, steeped in 1935 history.
01
Character
Rooted in a real story. Jack Wild's spirit of mischief & duty lives in every touchpoint.
02
Italian Soul
Fresh ingredients, handcrafted food, aperitivo culture — la dolce vita on the coast.
03
Aussie Heart
Unpretentious, coastal, community-focused. Coogee beach energy, every single day.
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02 — Colour Palette
La Tavolozza
Drawn from the Coogee coastline, Italian trattoria walls, and vintage travel posters. Forest green leads all primary communications. Crimson brings passion and energy. Gold elevates without over-gilding.
Bosco
#2D5A27
Primary
Rosso
#8B2020
Secondary
Oro
#C8922A
Accent
Crema
#F5F0E8
Background
Salvia
#4A7A42
Supporting
Nebbia
#E8E2D4
Dividers
Carbone
#1A1A1A
Body Text
Avorio
#FDFAF4
Page Base
Colour Hierarchy Rule

Bosco leads on all primary communications. Rosso is used for pattern and emphasis — never as a background for large text. Oro is reserved for accents, prices, and premium details only. Never use more than three palette colours in a single composition.

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03 — Typography
Il Carattere Tipografico
Two typeface families carry the entire brand system. Playfair Display brings editorial warmth and Italian classicism. Outfit provides clean, legible utility at all sizes.
Display
Playfair Display Bold · Headlines, hero text, logo lockups
Jack Wild
Heading
Playfair Display Regular · Section titles, menu categories
Bar & Dining, Coogee
Editorial Italic
Playfair Display Italic · Pull quotes, taglines, specials
La dolce vita, ogni giorno.
Body
Outfit Regular · Descriptions, running copy
Fresh Italian-inspired food for every moment — from a quick canteen breakfast to a long Saturday lunch with the crew.
Label / Eyebrow
Outfit SemiBold · Section labels, category tags
Breakfast · Lunch · Aperitivo
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05 — Illustrations & Brand Assets
Le Illustrazioni
The Jack Wild illustration system is hand-drawn line art in Rosso crimson on Crema — a signature visual language that runs across menus, packaging, environmental graphics, and social content. The style is loose, confident, and Italian in character: seafood, wine, coastal life, and the beach.
Full Illustration Library
The complete asset set spans sardine tins, whole fish, mackerel, artichoke, oysters, shrimp, wine bottle, wine glass, lemon tree, scallop shell, beach chair, sunhat, sunglasses, coastal villa, rowing boat, decorative plate, and produce basket. Each illustration is available individually for deployment across the system.
Jack Wild full illustration library
Hero Icons
Four primary icons anchor the bar identity — wine glass, wine bottle, original sardines tin, and cocktail. These appear at largest scale on menus, printed collateral, and social content. The sardines tin is the brand's most distinctive single asset.
Jack Wild hero icons
Approved Colourways
Rosso on Crema (primary) · Crema on Bosco (reversed) · Crema on Carbone (dark) · Single-colour only — never gradient or drop shadow.
Scale & Proportion
Hero icons: full bleed or half-page. Supporting illustrations: quarter to eighth scale. Never crop a single illustration — use the full figure or none. Maintain the original stroke weight at all reproduction sizes.
Never Do
Don't recolour in gold, sage, or any off-palette colour. Don't mix illustration style with photography on the same layer. Don't rotate more than 15° from horizontal. Don't outline in a second colour.
Vintage Poster Series — Coogee Beach
The Coogee Beach Bar & Dining poster series is the brand's signature hero artwork — vintage Italian travel poster aesthetic reimagined for the Eastern Suburbs. "Australia · Established 1935 · Aura di Limoncello" grounds both the local identity and the Italian soul. Two hero executions: the Vespa couple (active, energetic) and the aperitivo couple (relaxed, indulgent). Minimum print size A2. Display in black powder-coated frames.
Coogee Beach poster — aperitivo couple
Aperitivo · Interior Use
Coogee Beach poster — Vespa
La Vespa · Exterior / Social
The poster series should anchor the venue's Instagram grid as recurring hero posts — use as every 9th post, seasonal updates, or event artwork backgrounds. The vintage aesthetic is ownable and distinctive; protect it from over-reproduction.
Repeat Pattern System
Three background patterns derived from the illustration library. Used in rotation on menus, packaging liner, and social text cards. Never use more than one pattern in a single composition.
Sardine Repeat
ITALIAN BAR & DINING ITALIAN BAR & DINING ITALIAN BAR & DINING
GNINISD & RAB NAILATI GNINISD & RAB NAILATI
ITALIAN BAR & DINING ITALIAN BAR & DINING ITALIAN BAR & DINING
Strapline Repeat
JW
Monogram Repeat
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06 — Voice & Tone
Come Parliamo
Jack Wild speaks like the man himself — warm, confident, a little cheeky. The tone shifts by context: the canteen is casual and energetic; the bar is relaxed and knowing; dining is elevated but never stuffy.
We Are
Warm and welcoming — genuine hospitality, not corporate friendliness
Playful with purpose — wit is earned, not forced
Confidently Italian — use Italian phrases naturally, sparingly
Local and grounded — Coogee is home, not just a location
Storytelling-led — Jack's character lives in the copy
We Are Not
Formal or corporate — no stiff, distancing language
Over-zealous or gimmicky — avoid excessive exclamation
Generic "best in Sydney" claims without substance
Exclusive or pretentious — the food is quality, not the attitude
Filler — every word should earn its place
Canteen
"Breakfast done right. No drama."
Energetic, direct, unpretentious. Quick reads. Mobile-first.
Bar
"The aperitivo hour was made for this."
Relaxed, knowing, slightly seductive. Evokes place and mood.
Dining
"Slow food. Good company. No rush."
Elevated but human. Quality celebrated quietly.
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07 — Photography Direction
L'Immagine
Photography should feel lived-in and warm — generous natural light, honest textures, real moments. Avoid over-styled studio shoots. The Coogee light is your best filter.
🍽
Food
🏛
Venue
👥
People
☀️
Lifestyle
Food

Overhead and 45° angles. Textured surfaces — marble, timber, linen. Rustic bowls and Italian ceramic. Natural side-light always preferred.

Venue

Golden-hour light through windows. Show the community — groups, conversation, the bustle of service. Never empty-restaurant shots.

People

Real staff and regulars. Candid over posed. Aprons on, hands in it. Laughter welcomed. Ethnically inclusive — this is Coogee.

Lifestyle

Coogee beach, morning swims, post-workout brunch. The Jack Wild Canteen gym crossover. Active, coastal, Italian-infused.

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08 — Social Media
Socials
The live Instagram account @jack___wild (three underscores) establishes the brand's digital presence. The profile image uses the black-background wordmark — the darkest brand colourway — making it pop in the circular Instagram crop. The account is in early build phase; the priority is establishing a consistent visual grid before scaling post frequency.
JW profile
jack___wild
Bar & Dining
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Posts
—
Followers
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Following
Italian Bar & Dining · Coogee Diggers, 2 Byron St · Est. 1935
Follow ↗
Profile Image Spec
The profile image uses the black-background wordmark (Carbone colourway) — not the green primary. This is intentional: the circular crop at small sizes demands maximum contrast. The green logo on white loses legibility at 32px; the dark version pops. Always use the black colourway for circular social avatars.
Instagram Grid System
The feed grid should read as a cohesive whole when viewed from the profile. Alternate rich food content with texture/pattern breaks — use the sardine pattern or strapline on cream as every 3rd or 6th post to give the grid rhythm and brand recognition without over-posting.
🍝
🍳
ITALIAN BAR & DINING ITALIAN BAR
JW
🥂
☀️
🍕
JW
👥
🍷
↑ Grid rhythm: food · food · brand break · food · lifestyle · food · brand break…
Caption & Hashtag Guide
Caption Style
Short and confident. 1–3 lines. Lead with the dish or mood, follow with the call to action. Use Italian words sparingly and correctly. No hashtag stuffing in the caption — move them to a comment.
"The Troisi Stack. Poached, stacked, properly done. ↓ Reserve via link."
Core Hashtags
#JackWild
#CoogeeEats
#CoogeeDiggers
#ItalianBarDining
#SydneyBrunch
#EasternSuburbs
#SydneyBars
#CoogeeBeach
50%
Pillar 1
Food & Drink
Menu hero shots, specials, cocktail pours, pizza a taglio, focaccia. Always warm, textured, natural light.
30%
Pillar 2
Community & Place
Coogee Diggers events, gym & canteen crossover, local regulars, Coogee beach life, RSL history moments.
20%
Pillar 3
Brand & Story
Jack Wild history, the 1935 origin story, kitchen craft, Italian heritage. Pattern posts. Text-on-brand assets.
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10 — Signage & Environment
Il Luogo
Exterior and interior signage extends the vintage Italian travel poster aesthetic established in the brand's visual identity. The Coogee Beach Bar & Dining poster series anchors the venue's character at first sight.
Exterior Fascia
Jack Wild
3D illuminated wordmark. Cream lettering on Bosco green. Routed aluminium or painted timber construction. Minimum 400mm letter height.
Interior Posters
Coogee Beach Series
Retro travel poster format. "Established 1935 · Australia · Aura di Limoncello." Minimum A2 print size. Black powder-coated metal frames.
Chalkboard Specials
Jack's Special
Use for daily specials. Handwritten in chalk — warm, human, changeable. Never printed and laminated.
Window Decals
Sardine Film
Sardine pattern as perforated window film. JW monogram on entry door. Instagram handle in Outfit at legible scale.
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11 — Digital Presence
Link in Bio
The Instagram bio is the brand's primary digital front door. Every element — handle, bio text, link, highlights — should be treated with the same intentionality as physical signage.
Recommended Bio Structure
Name: Jack Wild Bar & Dining
Line 1: 🇮🇹 Italian Bar & Dining
Line 2: Coogee Diggers, 2 Byron St
Line 3: Est. 1935 · Breakfast → Late
Link: Reservations / Menu
Highlight Cover System
Story Highlights are permanent brand real estate. Each cover should use a consistent design — white icon or type on Bosco green, or Bosco green icon on Crema. Maintain 6–8 highlights maximum.
🍳
Canteen
🍷
Bar
🍕
Menu
📍
Find Us
🎉
Events
📖
Story
Growth Priority — Early Stage Account
At launch, focus on quality over quantity. 3 high-quality posts per week beats 7 mediocre ones. Engage with @coogeediggers, local Coogee accounts, and Sydney food creators. Tag location on every post (Coogee Diggers). Reply to every comment in the first 60 minutes — the algorithm rewards early engagement velocity. Cross-promote via @coogeediggers to inherit their existing audience base.