Inuman
Summary
Inuman is a late-night Filipino cocktail bar known for its inventive drinks, good energy and modern take on classic Filipino flavours. It’s intimate, bold and built for people who love a great cocktail and an even better night out.
Challenge
• Communicating a cocktail program with Filipino influences in a way that feels elevated, not niche.
• Positioning Inuman as both a destination bar and a neighbourhood hangout.
• Standing out in Melbourne’s competitive cocktail scene.
• Keeping messaging cohesive across regular events, guest bartenders and seasonal menu drops.
• Building a loyal, engaged community beyond weekend nightlife.
Solutions
• Refined the brand tone to feel playful, confident and distinctly Filipino – without losing polish.
• Developed content formats that highlight craftsmanship, ingredients and storytelling behind each drink.
• Strengthened the bar’s personality through a consistent mix of cheeky copy, cultural cues and strong visual identity.
• Designed campaign strategies around guest shifts, birthdays, events and new menus to drive both buzz and attendance.
• Fostered an active online community through two-way engagement, UGC encouragement and personalised responses.
• Produced EDMs that recap, tease and deepen the brand narrative, keeping Inuman top of mind for regulars.
