About The Brand
Founded in Montreal in 2015, The Cloakroom Bar drew from the same underlying principles as The Cloakroom - experience and individuality. Much in the same vein as Cloakroom suits are made-to-measure, The Cloakroom Bar operates without a menu, but rather, crafts drinks to ones personal tastes and preferences.
With locations in Montreal and Brisbane, The Cloakroom Bar has cemented its position at the vanguard of cocktail making in all markets they operate in.
Since commencing in June, 2017, we have grown The Cloakroom Bar’s Instagram following from approximately 1000 followers to over 7,300 as of May, 2018 - a staggering 630% growth.
Honing the aesthetic and refining the content schedule were integral to our strategy.
To coincide with our social media strategy, we developed a new tone of voice and new ways of presenting written content to better reflect the brand and engage the audience. Arcane is responsible for all copywriting across a variety of channels including social media, website content and tactile media.
After competitor analysis in both local and international markets, Arcane identified the need for more literal representation of The Cloakroom Bar concept - albeit whilst still maintaining the ‘artisanal’ spirit of the brand. We wanted to create a more linear progression for the audience where they could see drinks with such clarity that they could envisage the flavours and thereby feel compelled to patronise the venue.
We manage all content from the production stage (where we work with various photographers and videographers), right through to executing social media posts and corresponding with third parties for print and digital media, PR and SEO, across all Cloakroom Bar locations.