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Kitchener’s | Defining a New Creative Direction
Location
71 Juta St, Braamfontein, Johannesburg, 2017
Date
September 2025
Role
Creative Team / Creative Direction
Executive Summary
Kitchener’s is one of Johannesburg’s oldest bars, deeply embedded in the city’s cultural history.
Following its acquisition by Play Braam, Boring Co. was brought in to redefine the brand’s direction, preserving its legacy while reshaping how it shows up today.
Key Outcomes
- Clearer, more intentional brand presence
- Stronger alignment with creative and cultural audiences
- Renewed perception of Kitchener’s as a relevant Joburg institution
- Foundation for long-term cultural positioning beyond nightlife
Instagram Accounts
Over the years, Kitchener’s had gone through multiple ownership and identity shifts. While it remained popular, it had become known primarily as a high-volume student party venue, bringing challenges around perception, upkeep, and long-term brand value.
Visually and tonally, the brand lacked consistency. There was no clear creative direction guiding how the space was presented or who it was ultimately for. The challenge wasn’t to erase Kitchener’s history.
It was to reframe its future.
Boring Co. stepped in as the creative team, focused on restoring clarity, consistency, and cultural relevance. Our role was to define a sharper creative direction, repositioning Kitchener’s as a space for creatives, artists, and tastemakers, while still respecting its legacy.
We developed a visual language that balanced past and present, shaping tone, imagery, and storytelling across platforms. An intentional flash-heavy, grain-driven photography style paid tribute to the bar’s heritage while introducing a more contemporary, confident energy.
