- Client:
- QT Hotels & Resorts
- Services:
- Brand Identity
- Print Application
Context & ChallengeIn the past, Gowings featured a traditional ‘bar and grill’ aesthetic, attracting a customer base of male bankers and professionals from Sydney’s inner city. The aim for the identity refresh was to reposition Gowings as a ‘must visit’ culinary destination, broadening its appeal, and engaging a more diverse clientele.
Steered by one of Australia’s most admired chefs Sean Connolly, and his mantra of ‘minimum of fuss, maximum of flavour’, Gowings looked to bring Sydneysiders a fresh culinary experience of simple yet indulgent Italian cuisine, inspired by New York’s Little Italy.
Context & ChallengeIn the past, Gowings featured a traditional ‘bar and grill’ aesthetic, attracting a customer base of male bankers and professionals from Sydney’s inner city. The aim for the identity refresh was to reposition Gowings as a ‘must visit’ culinary destination, broadening its appeal, and engaging a more diverse clientele.
Steered by one of Australia’s most admired chefs Sean Connolly, and his mantra of ‘minimum of fuss, maximum of flavour’, Gowings looked to bring Sydneysiders a fresh culinary experience of simple yet indulgent Italian cuisine, inspired by New York’s Little Italy.
Rebel with a PastHoused in such an iconic building, the building’s past is an exciting asset. At the same time, the new customer asked for a contemporary take. The solution became an unexpected clash of the two – custom typography inspired by the many facets of the building’s past, re-interpreted with a contemporary feel – and a striking Italian colour palette.
Celebrating The ChefThe newly appointed head chef Sean Connolly comes with much acclaim and abundant charisma. This includes a goldmine of “Seanisms” – profound unusual phrases that are a manifesto to his unique approach. Translated into Italian, they celebrate the force he brings to this venue, with a charm of New York’s Little Italy.
A Tactile ExperienceAnyone can cook at home – but restaurants are a playground of experiences. So any good restaurant brand needs to lean into that to be distinguished and memorable. We focused on tactile, bold, and surprising touchpoints, consistently reinforcing the brand’s personality to enhance the overall experience.
Rebel with a PastHoused in such an iconic building, the building’s past is an exciting asset. At the same time, the new customer asked for a contemporary take. The solution became an unexpected clash of the two – custom typography inspired by the many facets of the building’s past, re-interpreted with a contemporary feel – and a striking Italian colour palette.
Celebrating The ChefThe newly appointed head chef Sean Connolly comes with much acclaim and abundant charisma. This includes a goldmine of “Seanisms” – profound unusual phrases that are a manifesto to his unique approach. Translated into Italian, they celebrate the force he brings to this venue, with a charm of New York’s Little Italy.
A Tactile ExperienceAnyone can cook at home – but restaurants are a playground of experiences. So any good restaurant brand needs to lean into that to be distinguished and memorable. We focused on tactile, bold, and surprising touchpoints, consistently reinforcing the brand’s personality to enhance the overall experience.
“Working with Toben on the relaunch of Gowings and the development of the new visual identity has to be one of my favourite design projects to date. It really is the hero piece that brings the whole restaurant concept to life. Incorporating Sean Connolly’s famous sayings into the design was a subtle but genius way of ensuring Sean’s personality shone through in the identity. Reflecting the ‘many faces of Gowings’ through the typefaces was such a lovely nod to the buildings history as well. Toben really over delivered on the brief, exceeded our expectations and delivered a product that is adored by staff and restaurant patrons alike.”
Danelle Ayers. Head of Brand & Marketing, QT Hotels & Resorts
Collaborators
F&B — Sean ConnollyInterior Design — Nic Graham & Assoc. Location Photography — QT Hotels and ResortsFood Photography — Buffet DigitalPrint Production — Lisa McCulloch, Event
Awards
AGDA Awards 2022 — MeritGraphis Awards 2022 — GoldEat Drink Design Awards 2022 — FinalistBest Award 2022 — Finalist
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