In 1988, Sweden’s first American sports bar opened at Basargatan 10 in Gothenburg. With inspiration from a neighborhood bar in Boston, O’Learys has made life worth living for anyone who loves sports, American food or a friendly atmosphere with music and entertainment. After many years of mutual love, it was time to renew, modernize and update this concept.

To broaden the target group and make both sport fans and families feel at home, we developed a visual identity that corresponds to O’Learys’ core values: Fair, Passionate and Proud. And lots of fun, of course. The playful love to sports is key to the new design. Let the games begin!