We are thrilled to announce that our team has been awarded the highly commended recognition at the 2022 ANZ Transform Awards in the category of Best Visual Identity from the Food and Beverage Sector. We are as proud as punch that our work for Bay Nine Omakase, a premium Japanese restaurant located in the historic Campbell's Stores at Circular Quay has been acknowledged and rewarded. Our aim was to create a brand that harmoniously combined the traditional Omakase offering with the Head Chef's own personal flair. Through our innovative design approach, we successfully captured the essence of this unique dining experience.
Guided by the theme of "Culinary Curiosity," our creative concepts were inspired by the desire to seamlessly blend the rich heritage of Campbell's Stores with the contemporary vision of the Head Chef. We sought to develop a brand identity that honoured the prestigious history ingrained in the building while showcasing the fusion of modern Japanese cuisine.
Located in the 9th bay of Campbell's Stores, Bay Nine Omakase is surrounded by the building's premium heritage, which influenced our design choices. Our overarching creative strategy aimed to create a sleek and versatile brand identity that paid homage to its heritage while highlighting the young, leading talent behind the restaurant.
Our challenge was to create a modern and culturally respectful identity for Bay Nine Omakase, a rising star in the fine dining scene. We wanted the brand to reflect the curious nature of Omakase dining and effectively showcase the premium experience it offers. Through meticulous attention to detail, we crafted a brand that perfectly captured the essence of this culinary journey.
In addition to the visual identity, we ensured brand coherence by providing additional assets for all touchpoints, including cutlery and menu design. Our minimalist approach maintained a balance between contemporary aesthetics and traditional Japanese design, allowing the concept of "Culinary Curiosity" to shine through. We applied a structured grid system to maintain content hierarchy, resulting in a cohesive and original brand representation.
To keep the brand intriguing and aligned with the concept of "Culinary Curiosity," we deliberately kept certain aspects obscure. Our application of the brand across various mediums adhered to minimalist aesthetics, allowing the content to speak for itself. By pushing the boundaries and embracing originality, we ensured that Bay Nine Omakase stood out in the competitive food and beverage industry.
Receiving the highly commended recognition at the 2022 ANZ Transform Awards is a testament to the dedication, creativity, and expertise of our team. We are proud to have developed a visually captivating brand identity that successfully represented Bay Nine Omakase's unique blend of tradition and innovation. We extend our gratitude to the ANZ Transform Awards for recognising our efforts and to Bay Nine Omakase for trusting us with their brand.
See the case study here