THE GARDEN

Good food from good places

NAMING / STRATEGY / IDENTITY / MARKETING / DIGITAL

Farm-to-fork to the inner-west. 

Farm-to-fork to the inner-west. 

Wests Ashfield Leagues Club had ambitious plans to ‘redefine the club dining experience’ when they set out to design their new 350 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 other club hospitality offerings.

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Brand strategy

Our strategy for The Garden was simple. Enable and champion a positive cycle between regional Australian farmers and the inner-west community, to celebrate Good food from good places.

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Brand identity

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.

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Launch campaign

To launch the restaurant to we created Harvest, a quarterly publication distributed to 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 also used a combination of OOH, guerrilla and digital media placements to achieve maximum exposure and ensure local awareness.

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Sonnet Brand Design Creative Agency Sydney The Garden Applications
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Studio 25, 13-29 Nichols St.
Surry Hills, Sydney NSW 2010
T. 02 8964 0202
E. hello@wearesonnet.com

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