Service: Weekly Creative Retainer

Leonards House of Love

Ongoing Creative Support

Leonard’s House of Love is one of Melbourne’s most notorious late night institutions. Known for its 70s snow cabin interior, heavy pours, burgers, and dance floors that do not wind down early.

When we came on board, LHOL had not posted on social media for over a year. The brief was clear. Elevate the digital presence while protecting the grit. Keep the dive bar energy. Introduce consistency across specials nights without polishing it to death.

Toolakea now provides ongoing creative direction and design support across their social presence and campaign rollouts.

What we’ve worked on

  • Social media design and rollout

  • Weekly specials night artwork

  • Campaign visuals

  • Menu design and updates

  • Print and in-venue collateral

  • Seasonal promotions

Social Media Rebrand and Content Creation

Social Media Rebrand and Content Creation

Menu Design

Project Feature:

Mat’s Hot Shop x Leonard’s Roasted Reaper Sauce

Leonard’s approached us to develop the branding and packaging for an exclusive collaboration with Melbourne’s Mat’s Hot Shop. The product was a Roasted Reaper hot sauce, created specifically for their Wing It Wednesday specials night.

The objective was to create something collectable, bold and unmistakably LHOL. It needed to sit comfortably within the bar’s gritty visual world while still feeling premium enough to sell as a limited run product. The result was a hot sauce that felt like it belonged behind the bar. Loud, dark, and fully aligned with Leonard’s identity.

What we’ve worked on

  • Branding concept

  • Packaging design

  • Label artwork and production setup

  • Social campaign rollout

  • In-venue promotional assets

Social Graphic Roasted Reaper Extra Hot Sauce

Visual Identity Roasted Reaper Extra Hot Sauce

Project Feature:

Sounds of Leonards x Greville Records

Leonards teamed up with iconic Melbourne music store, Greville Records, for a monthly playlist series. Each staff member puts together a one-hour Spotify mix that gets shared across socials, keeping the Leonards community tapped into the same music they hear across the venue.

We built out the creative for the series, leaning into Leonards’ love for analogue. We designed the hero assets, created a custom cassette visual and a short motion piece of the tape loading to tie the whole direction together.

A small but very Leonards project that adds a new layer to the brand.

What we’ve worked on

  • Visual identity for Sounds of Leonards

  • Hero artwork featuring staff profiles

  • Cassette artwork design

  • Social templates for monthly rollouts

Visual Identity for Sounds of Leonards

Hero Artwork and Social Template