Project: Belushis

Helping a brand evolve is one of the most rewarding aspects of graphic design. I experienced this firsthand while working with Belushi’s, a vibrant, international bar chain under the Beds and Bars Group. Leading an in-house team, I gained invaluable insight into brand development, seeing how every cog in the machine worked. This hands-on approach sharpened my design instincts and reinforced my passion for branding and visual storytelling.

Belushi’s embodies the spirit of the adventure-seeking, sports-loving, and music-obsessed traveller. While the brand adapts to each city, it retains its signature punk-infused aesthetic—a balance between evolution and consistency.

As Lead Designer at Beds and Bars Ltd, I played a key role in refreshing and strengthening Belushi’s brand identity. Working across multiple brands in the portfolio, I helped shape their visual direction, ensuring they aligned with new business ventures and a shifting target market.

With a small but dynamic team, I wore many hats—graphic design, web design, digital marketing, photography, logo design, and even interior design. From social media visuals to storefront signage, I crafted cohesive, impactful designs that enhanced brand visibility and customer engagement.

This experience reinforced my expertise in hospitality branding and the power of strategic design in shaping a brand’s success.