How Animal Collective applies Branding

I've wanted to talk about this for a while, but now I feel the time has come—after having visited almost all of the establishments (Jackal, Bonobo, Kodiak, Caribou and Daphni) and with only Impala in Cork left to visit. I can confidently say that this company's branding is something special. Every establishment gives you that feeling of "I've been here before" or "Is this pub owned by the same people as that other pub?"

They definitely know how to apply (consciously or unconsciously) branding in their establishments. But, at this stage, my dear reader, you are probably asking yourself:

What is branding, really?

Most people think branding is just a logo or a colour scheme. But branding is actually the entire experience someone has with your business—it's the feeling they get when they walk through your door, the consistency of your service, the story you tell, and the promise you keep. It's made up of visual identity (logos, colours, design), tone of voice, customer experience, values, and yes, even the music playing in the background.

Why does this matter?

Because in a world where every pub could serve the same pint, branding is what makes people choose your pub over the one next door. It's what turns a first-time visitor into a regular. It's what makes someone say "Let's meet at Bonobo" instead of "Let's just find a pub somewhere." Good branding builds trust, creates emotional connections, and turns customers into advocates. In Ireland's competitive hospitality scene, where there's a pub on every corner, this isn't just important—it's essential.

2. The Animal Collective: Six Bars, One Vibe

If you've spent any time exploring pubs in Ireland over the past few years, you might have noticed a certain "animal" theme popping up. That's The Animal Collective—a group of six bars (though that number might grow) spread across Dublin, Cork, and Navan.

The current lineup:

• Bonobo in Smithfield, Dublin
• Caribou in Dublin (where PMacs used to be)
• Kodiak in Rathmines, Dublin
• Daphni in Bolland Mills, Dublin
• Jackal in Navan
• Impala in Cork

They're known for craft beers, wood-fired pizzas, and creative cocktails—basically everything you'd want for a solid night out. But what really sets them apart is the atmosphere. Each place has its own personality while still feeling like part of the same family.

Here's a bit of backstory: Caribou was actually the firstborn of the group, originally based in Galway. Years later, it closed and reopened in Dublin. Rumour has it the building's owner reclaimed the Galway space, which led to Caribou finding a new home in the city—and it's been a bang since opening.

The group has grown fast, and if the trajectory continues, I wouldn't be surprised to see more animals joining the collective soon.

Despite being in different places in different cities, they're all connected through these points:

• Interior design: Playful, eclectic but consistent style—exposed brick, vintage touches, warm lighting, paintings, a bit rough around the edges in the best way possible.
• Menus: They have creative cocktails with personality, rotating craft beers, pizzas and food that goes beyond standard pub grub. Pizza has been sold in Bonobo, Kodiak and Jackal; meanwhile, Caribou serves more traditional food with an Irish Flavour.
• Atmosphere: Trendy but relaxed, a mix of locals + young professionals, never too pretentious, you can notice some difference related to where you are, the city centre is different from Smithfield and Rathmines.
• Social media: Recently, they have adopted a similar tone for all places with a photography style that captures the vibe rather than just the drinks and food.

3. The Branding Lesson

Frame it as lessons for both pub-goers and marketers:

• Consistency beats uniformity: Each pub has its own name and quirks, but you can still feel it's part of the same family.
• Experience as branding: The way you feel inside (lighting, music, menu design) is as important as the logo outside.
• Local roots, shared DNA: Each pub belongs to its city but carries the "Animal Collective" touch.

4. Why It Works in Ireland

Irish pub culture values individuality—no one wants a copy-paste chain.

Even though all the pubs give you that feeling of "I've been here before" or "This place reminds me of that other one," they have two key differences—whether in location or structure. In a way, they seem the same, but they're not identical.

This is the genius of it: they've cracked the code of brand elasticity. Each venue adapts to its neighbourhood and its building's character. Bonobo in Smithfield feels different from Caribou on South Great George's Street, which feels different from Kodiak on Aungier Street. But walk into any of them, and within minutes, you know they're siblings. It's the difference between recognising someone's handwriting versus reading the same font everywhere—there's personality in the consistency.

5. Takeaways for Readers

Even if you're not running a pub, there are lessons here:

• Build your brand around feeling, not just a name.
• Localise your brand but keep a consistent tone.
• Don't underestimate design, music, and service—they're silent brand ambassadors.

6. Closing / Reflection

Animal Collective didn’t hand us a branding manual, but their pubs kind of act like one. Different names, different postcodes, slightly different crowds—but the same core feeling running through all of them. That’s what good branding does: it makes a place feel familiar before you even know why.

Next time you walk into one of their spots—or any place you end up loving—pay attention to what’s actually happening. The way the staff talks to you. The playlist. The menu layout. The lighting. That’s branding at work, live, in the wild. And if you’re building something of your own, maybe the question to keep in your back pocket is: “If my brand were a pub, would people recognise it from the inside?”

Credits & Acknowledgements

Photography by Stevan Crnogorac. Print design, Visual Identity, Menus and that cool stuff by Cathy Hogan.