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
The Good Stuff Store.
Mastic is on a simple mission: offer the healthiest of foods in delicious new ways. As a counterpoint to the serious nature of the food offering, we designed branding that is bright, fun and unburdened by the more serious notions associated with healthy eating.
The brand is positioned physically and commercially alongside two of the group's other brands - Hellenic Republic and Odysseus + Penelope, so maintaining the right balance of familiarity and differentiation was crucial.
A range pf packaging options were developed that could be adapted with ease to the ever-changing menu, and were very Insta-friendly.
ODYSSEUS + PENELOPE
2015 | Melbourne
Joined by a thread.
Two function rooms and one passion for entertaining. The story of O + P is epic and fuelled by love.
The design of these event spaces tells this story of Odysseus and Penelope, but also allows plenty of room for interpretation and individuality, much like the rooms themselves need to do for those who choose them for their function. The layout of the building presented another challenge so wayfinding took on additional importance here as guests need to be directed to O+P between two other venues in the same building, Hellenic Republic and Mastic.
The story of O + P is present in every execution.
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.