Round’s earthy identity for Brae

Melbourne creative studio Round has designed a visual identity for a new restaurant in Victoria specialising in organic and locally grown food.

Melbourne creative studio Round has designed the visual identity for a new restaurant in Victoria specialising in organic and locally grown food.

Owned by award-winning chef Dan Hunter, Brae is set on a hillside in thirty acres of land and sources ingredients from local farmers and its on-site vegetable garden. Round’s identity system reflects the restaurant’s home grown ethos and combines earthy colours with some unusual shots of vegetables:

Four still lifes featuring ingredients from Brae’s garden appear on the restaurant’s menu and website, and will be updated seasonally. The images were taken by photographer Scottie Cameron and are designed to convey the restaurant’s modern approach to fresh, organic food in a humorous way.

“The restaurant’s philosophy is to produce unique, contemporary cuisine built around an immense respect for nature and seasonality. Our approach explores this guiding ethos and brings [the ingredients] to the fore, treating them almost as elements of an artwork,” she says.

The colours used in Brae’s identity scheme also reflect this ethos: dusty pale pink represents summer, tan depicts autumn, pale blue is used for winter and pistachio green for spring. A soft grey on the restaurant’s website provides the perfect contrast to Cameron’s shot of an upturned cabbage and a dark, earthy green is used alongside pistachio and cream on stationery.

“It’s designed to be subtle, delicate and humble,” says Santangelo. Business cards and menus are printed on a mix of local, lightweight stock and GF Smith Colorplan paper, which had to be shipped from abroad as it’s not yet available in Australia. “We used Colorplan for its high quality and soft touch…The combination of stocks add a textural, sensory experience to the identity,” explains Santangelo.

Optima’s Stanley typeface is used alongside Colophon’s Aperçu for numerals, and the slanted line in the restaurant’s logo provides a visual reference to its name and location.

“The word “brae” is a lowland Scots’ word for a gentle slope or brow of a hill, and the restaurant is located at the base of a hill in the Otway hinterland,” says Santangelo. “We decided to incorporate this ‘gentle slope’ into the logotype as an accompanying symbol to represent the land surrounding Brae, which plays such an integral role in the produce and ingredients,” she adds.

Round’s work for Brae is impressive: the colours and typefaces used complement each other perfectly and convey the restaurant’s upmarket image as well as its focus on organic produce. The overall scheme is modern and elegant, and Cameron’s unusual imagery adds a playful touch.

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