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SYDNEY, May 9, 2011 – Last week’s Sydney launch of Quarter
Twenty One in Westfield’s flagship mall on Pitt Street signalled the next era
of foodie heaven for fans of celebrity chef Justin North. It also marked the
completion of a successful branding and design project for creative
communications agency, Bang.
Quarter Twenty One
extends the North’s involvement with Westfield’s flagship mall and is an
ambitious vision for a food emporium that brings together a new, relocated Becasse,
a second, more casual restaurant, a bakery, a food and wine retail space, and a
cookery school.
Bang developed the brand
story for Quarter Twenty One, including the name, logo designs, theme and
visual identity. The concept was inspired by the belief that 21 grams is the
weight of the human soul. This umbrella idea allows Quarter Twenty One to “feed
the soul”, and in turn customers can “shop for the soul” in the retail space,
“cook for the soul” in the cookery school and “eat for the soul” in the
restaurant. Bang advised the Norths on applying the new brand to uniforms,
packaging, interiors and signage and also refreshed the brand logo and identity
for Becasse Restaurant and Bakery.
Justin North said, “Bang understood our vision,
brainstormed with us, and presented a number of interesting ideas helping us to
settle on the right one. In a nutshell, Quarter
Twenty One is a vital return to real food that feeds the soul and nourishes
your entire being. It starts at the source – our local producers, growers,
farmers, and fishermen – all with a focus on sustainability, ethical farming
and of course, a passion for great quality.”
Bang first
began working with the prolific restaurateur couple Justin and Georgia North
last year, helping create their new burger bar experience, Charlie & Co.
That project also involved the creation of a brand story, from developing the
name and logo design to packaging, menus, collateral and website.
Credits:
Creative Director:
Samantha Krug
Senior Designer: Sarah
King
Copywriter: Piers Twomey
Strategic Director:
Simon Steele
Account Director: Nicole
Rippey
Account Manager:
Michelle Carter
Account Executive: Caitlin
Betts
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