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Justin and Georgia North, the prolific restaurateur couple behind
Sydney foodie institutions Becasse, Etch and Le Grande Cafe, selected
Bang after seeing our recent work for the suburb of Glebe and the City
of Sydney. After establishing a shared ethos of integrity, passion and
creativity, together we set to work on developing the new burger bar
brand.
Our creative and strategic departments worked with Justin and Georgia in
the initial stages of the project to ensure a unanimous vision was in
place. We played a critical role in developing the story for Charlie
& Co., ensuring the concepts brought to life the brand experience
for the customer. Using touches of copper and the word “co.”, the
concept set out to reflect the ideology of “respect and value” given to
all the producers, suppliers and people that would come together to
create Charlie & Co.’s not so humble burger. The mix of copper
foiling and rust contrasting against rough textures and uncoated fibrous
stock are designed to create harmony and ‘groundedness’ between the
embellished and the ordinary.
The design and production work that followed was one of the smoothest
ever managed by Bang – from concept to realisation, the final pieces
produced were almost identical to the concepts originally presented in
the initial presentations.
Equally important was the need to ensure the collateral and packaging
completed the burger experience promised by Justin and Georgia – not
just in terms of quality, but also in the use of locally sourced,
sustainable materials.
Georgia North said, “It’s been a pleasure partnering with Bang to make
it all happen. They firstly took the time to understand our vision, then
brought it to life with a range of conceptual design options each
underpinned with strategic rationale and a ‘story’ that can be applied
to interiors, menus, the website – the entire creative scope.”
Samantha Fardoulis, Creative Director at Bang said, “It’s refreshing to
work with a client that shares a passion for creating a unique customer
experience, along with a healthy respect and understanding for the
creative processes. There’s actually quite a bit of synergy between the
design process and the art of food – it’s a personal expression of who
you are in many ways. We wanted to create something beautiful which also
satisfied the brief, and the fact that Justin and Georgia trusted us
‘with their baby’ was quite an honour.”
Inspired by the late Charlie “Hamburger Charlie” Nagreen, one of the
original founders of the hamburger in the state of Wisconsin, USA, the
Charlie & Co. burger celebrates the producer as hero. The Co. in the
name literally represents all of the wonderful local food producers
that Justin and Georgia North work with to craft their food.
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