Description:

ASSIGNMENT

In contrast to its rich heritage, Gowings had begun to settle into a traditional ‘bar and grill’ aesthetic, attracting a customer base of male bankers and professionals from Sydney inner city. The aim for the identity refresh was to position Gowings as “must visit” culinary destination in Sydney, broadening its appeal, and engaging a more diverse clientele.

Steered by one of Australia’s most admired chefs Sean Connolly and his mantra of “minimum of fuss, maximum of flavour”, Gowings looked to bring Sydney-siders a fresh culinary experience of simple yet indulgent Italian cuisine inspired by New York’s “Little Italy”.

Toben were tasked to create an identity for the restaurant that paid homage to the rich history of the Gowings Building on the one hand, but also stepped into unexpected creative territory on the other; to breath a new perspective into the space and dining experience.

APPROACH & OUTCOME

Housed within the old Gowings building and department store (and now QT Sydney’s signature restaurant), Gowings Bar and Grill has a storied past to say the least. With such a rich history it was important to find the perfect balance between the past and the future, combining historical touch points and contemporary motifs in an engaging manner that deliberately went against the traditionally stuffy and masculine ‘bar and grill’ aesthetic.

Toben looked to develop and execute an identity that combined Gowings’ cultural and historical heritage with the unique charisma of head chef Sean Connolly and his goldmine of “Seanisms” translated into Italian to embody the cheek and charm of the New York’s “Little Italy”.

Toben delivered a brand identity greater than the sum of its parts for the revamped Gowings Bar and Grill that combines the past and the future, and deftly balances exuberance and refinement. 

The new custom logomark was inspired by key aspects found in the abundance of previous Gowings department store and facade logos, and crafted to occupy the contemporary space of the new identity and restaurant. Contrasting but complimentary typographic combinations inspired by historical Gowings touch points are given life and zest through head chef Sean Connolly’s idiosyncratic ’Seanisms’, and a dynamic and expressive colour palette expels the outdated bar and grill tones.

All in all, the many facets of Gowings come together to form a vibrant, unexpected and distinct identity, shifting the restaurant into a more contemporary, inclusive and welcoming space for visitors, leaving behind the nostalgia of traditional ‘bar and grill’ aesthetics.