Image Credit : Thom Davidson and Jasmine Ann Gardiner
Project Overview
Cucina on Hay pays homage to the Italy of yesteryear in a fresh, fun and contemporary approach. Inspired by hand-made tradition, the brand celebrates La Dolce Vita – the simple pleasures of life.
Project Commissioner
Project Creator
Team
Michael Tan - Creative Director
Eleena Tan - Strategy Director
Jane Bunn - Senior Graphic Designer
Olivia Chen - Senior Graphic Designer
Stefany Halim - Senior Interior Designer
Jacinta Birchmore - Interior Designer
Charlene Antoneemootoo - Junior Interior Designer
Rosie O'Donnell - Account Manager
Project Brief
A brand created for a new Italian food concept for Mercure Perth - Cucina on Hay is a contemporary take on the classic alimentari.
Project Innovation/Need
Nostalgic, the brand draws inspiration from a typical family cucina. The colour scheme is a sophisticated take on the traditional Italian red and green. Executed through terracotta and olive tones
A faded, familiar colour palette triggers a worn-in comfortability that embodies tradition. This neutral backdrop was juxtaposed by a series of bold graphic artworks which were created by BrandWorks for the interior space. Inspired by the art deco era in Italian advertising, the works added a vibrant, vintage elegance to the contemporary setting.
The custom campaign prints for Bacci, Prosecco, Vinoteca and Caffe featured a terrazzo texture which reflected the finishes of the interior space.
The hand-crafted was called upon for the signage execution, where a traditional hand-painted signwriter was engaged to paint and pattern the exterior walls.
Design Challenge
The challenge lay in bringing a new vision and vibe to a tired old space. The brand was used to completely reimagine and articulate the new concept to a very conservative audience. Cucina on Hay injected energy and life to the new face of the business on all fronts.
Effectiveness
In just a few short weeks of opening, revenue increased by 200% and the restaurant is constantly buzzing.
Where previously, the customer base was predominantly hotel guests, external clientele now make up the majority of lunch and dinner sittings, resulting in new business that is purely incremental.
Graphic Design - Identity and Branding - Retail
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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