Matt Moran's much anticipated new restaurant development on the former Prunier's site in Sydney's leafy Woollahra, will launch this month with an identity and branding designed by leading agency Frost. Frost's brief was to create a brand that would position the new restaurant, known as 'Chiswick' as a relaxed neighbourhood diner nestled in a unique, historic garden setting.
The restaurant is housed in what was once the stable and gatehouse of a vast Victorian mansion estate. In its glory days, the Chiswick house was surrounded by over 1000 acres of spectacular formal gardens - what remains today is a small public park, Chiswick Gardens. The creative solution is inspired by the site's historic gardens, as well at the recently planted 150 square metre vegetable garden that will supply the restaurant with fresh produce.
"What I found exciting about this project was the potential of capturing the coming together of two gardens, that both embody the sentiments of their age as well as the dining experience," said Vince Frost, founder and CEO of Frost. "The marriage of the new vegetable patch, which is a very sustainable, contemporary idea, and the history-soaked, formal gardens gave us the idea of creating a solution that is both nostalgic and modern."
Every element of the design has a botanical influence - from the logo design featuring tendril-like typography, through to the soft muted palette, sustainable materials and photographic studies of plants drawn from the gardens.
The logo is a bespoke version of AW Conqueror Didot light, a classic serif font design by famed French typographer Jean Francoise Porchez, who gave special permission for Frost to customise. The font was selected for its structure, like the formal garden, as well as it's qualities of looseness and flow, which with the Frost adaptations, are reminiscent of the leaves and stems of plant life.
Leading photographer Dieu Tan worked with Frost to create a series of black-and-white images that draw attention to the beauty of the often humble herbs and plants that give the restaurant its distinctive seasonal flavours and dining environment. "The solution is elegant, sensual and totally grounded in an appreciation of the natural elements that make the restaurant such a special place," Vince explained.
Frost has rolled out the brand across all customer facing and corporate applications, including signage, website, menu, wine list, uniforms, bill presenters, canvas tote bags, tea towels, coasters and stationery.
The project follows on from other recent work with Moran and the MorSul Group including the MorSul identity and website. Frost have also created brands for other leading chefs including Steve Manfredi, including the identity for the newly opened Balla restaurant in The Star last year.
"We couldn't be happier with the work from Frost", commented Moran. "MorSul has worked with the studio on a number of projects and their ability to not only deliver exceptional creativity, but really understand the food and restaurant space we operate in, makes them stand out. The Sydney market is a highly competitive one and the role that strong brands play in creating a successful restaurant venture in this town cannot be underestimated."