HELLENIC REPUBLIC
2014-2016 | Melbourne

By our people, for your people.

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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.

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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.

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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.

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These pictorial elements became the icons for each venue, and are present across their digital channels.

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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.



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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.


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 Our approach to the interior branding at Hellenic Republic is to create warm and provacative environments, where colours and designs are energising and vivid.


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