Matt Moran’s restaurant Aria, overlooking Sydney harbour, has let creative agency Frost give its brand a makeover.
According to founder and executive creative director of Frost, Vince Frost, Sydney’s dining scene has evolved to be more about the “foodie-experience”.
“We wanted to re-create the idea of what fine dining means in Sydney,” Frost said.
“The Sydney dining scene has evolved and it’s less stuffy, much more about the ‘foodie-experience’, which dovetails perfectly with Matt’s mantra of ‘paddock to plate’.”
The new look for Aria features metallic copper colours with a sans-serif type in order to better reflect the two-hatted restaurant.
“Natural textures and raw ingredients pair with images of the kitchen at work, along with the plated dish, drawing a link between the origins of the produce and revealing it’s journey from the producer to the diner,” the release stated.
The updated feel of the restaurant will be rolled out across the brand’s multiple touchpoints such as signage, menus, business cards, uniforms and the website.
Peter Sullivan, restaurateur and co-owner of the MorSul Group, said the brand and identity overhaul is important for ARIA Restaurant.
“Brand is critically important in fine dining, as it is in any consumer facing business,” he said.
"It’s a very competitive industry and Sydney can be fickle. Remaining true to the heart of your ethos whilst adapting to the demands of the market is vital. Ensuring your visual brand is in tune with your offer is an essential part of that process.”