Wests Ashfield Leagues Club had ambitious plans to ‘redefine the club dining experience’ when they set out to design their new 300 seat farm-to-fork restaurant. The Garden is truly a grassroots effort, created from a comprehensive brand strategy and identity that sets it apart from any other club venue.
Our strategy for The Garden was to enable and champion a positive cycle between regional Australian farmers and customers of the restaurant, to celebrate ‘good food from good places’.
The branding plays with the tension between expectation and experience: a farm-to-fork destination in a leagues club, a verdant garden inside a building, a cafe that morphs into a restaurant that becomes a bar.
We created a comprehensive set of guidelines to cover all aspects of communication and promotion to ensure that the brand experience is always authentic.
We art-directed a series of food photoshoots by photographer Katie Quinn Davies, with emphasis on fresh seasonal produce and rustic hearty dishes – the sort of stuff your mum would make.
To launch the restaurant to we created Harvest, a quarterly publication distributed amongst the club’s members. It tells the stories of The Garden’s network of farmers and suppliers who provide fresh seasonal produce directly to the restaurant, as well as seasonal recipes and community news and events.
We used a combination of OOH, guerrilla and digital mediaplacements to achieve maximum exposure for The Garden and ensure local awareness across three key demographics: young professionals, families with kids and over 45s.
We created a stand-alone website for The Garden to help distinguish it as a destination for foodies and encourage bookings from non members.
Brand strategy / Brand identity / Launch campaign / Print / Packaging / Website / Video / Social media