2013 | Melbourne
The cheekiest Greek restaurant outside of Greece.
Named for the popular Athenian suburb, Gazi is a brand in a hurry, with the aim of serving well and pushing boundaries. With such a rich story and Greek heritage behind it, Gazi was in some ways a brand that developed itself, and so our role was to refine what already exists in classical Greek culture as much as it was to reference popular culture.
To achieve this we were inspired by both the classical Greek world and modern-day Gazi, resulting in Greek figures and mythical creatures in settings awash with graffiti.
Illustrations using traditional Greek motifs are present across all environments and collateral, and are always injected with fun.
The design language was employed in all aspects, such as customised coasters for your glass of ouzo.
There's even a Gazi on wheels.
The project included logo, graphics and illustrations for all print and digital channels, as well as within the restaurant.
And surprises to be found in the bathrooms.
THE PRESS CLUB
THE PRESS CLUB
2013 | Melbourne
The gastronomic dream factory.
Dining at this lofty level is as much about glamour, experience and 'wow' as it is about the ingredients carefully constructed on the plate. Creating an identity that fits the room, the menu and the man behind it was very much like successful cooking - we took care to only include the right ingredients in the right quantities and not a drop more.
In re-developing the brand we took care to retain the strongest of the existing identity elements whilst while adding to them in a meaningful way. Incorporating gold into the logo, for example, references the intriguing ceiling features sitting above each booth in the dining room. Many collateral items are embossed with architectural details, connecting elements that may be viewed outside the space, such as letters, envelopes or with compliments cards, back to the interior.
2014-2016 | Melbourne
By our people, for your people.
Hellenic Republic was about to open its third venue in Williamstown while its Kew restaurant was being refurbished, making it a great time to review all aspects of the brand's structure and identity. We began by exploring the three venues to reveal both the distinct and linked traits of the brand. We found that in combination their story is consistent and seductive, while in isolation each venue's personality is expressed with heritage and humour. In execution, each Hellenic Repiublic got its his own pictorial incarnation without straying too far from the master identity.
01 | HELLENIC REPUBLIC BRUNSWICK
It took vision to open HR Brunswick and anticipate the hipster invasion to come, and our illustration references cycling, an important pastime and mode of transport for the locals.
02 | HELLENIC REPUBLIC KEW
More sophisticated and well-heeled than her Brunswick brother, HR Kew is dominated by an enormous wood-fired oven. The illustrations created for this venue celebrate leisure and beauty, inviting guests to enjoy a quiet moment.
03 | HELLENIC REPUBLIC WILLIAMSTOWN
The latest HR venue launched in the west of the city in an old converted pub, and the aquatic illustrations serve as a reminder of the locale's proximity to the water and the seafood focus across the menu.
These pictorial elements became the icons for each venue, and are present across their digital channels.
The Hellenic Republic website design shows the individuality of the three venues, whilst expressing the full character of the brand. With printed collateral we sought to add meaning and value beyond a piece of paper with a message, so business cards became recipe cards.
At HR Kew the facade became a significant extension of the identity with subtle shades of Mediterranean razzle dazzle to draw the eyes of those passing by.
Our approach to the interior branding at Hellenic Republic is to create warm and provacative environments, where colours and designs are energising and vivid.
2014 | Melbourne
Fast and fun Asian gastronomy.
As bright and engaging as its Hollywood namesake, Lucy Liu exploded onto Melbourne’s laneway dining scene in 2014. Always welcoming and full of surprises, Lucy Liu successfully combines the highest food quality with everyday accessibility and love of a good time.
When it came to branding Lucy Liu, our objective was to begin with Asian motifs then add a hefty dose of Australian attitude.
The development of the identity began with the logo that was made in Shanghai as a traditional chop, or stamp, in a local market.
Shanghai street markets also provided inspiration for collateral and branding within the restaurant, such as the place mats/menus.
We used lenticular print for the menu designs.
And our website design concept gathered together the brightest elements of Lucy Liu.