It’s Sydney. A divide threatens to split the Sydney food scene in two - between those who sip and savour, and those who drink and devour.
How do you reunite the culinary yin and yang?
One identity, two personalities
We created a split-personality visual identity where the eyes say it all and the mouth is too full to talk. Two photo shoots were needed to pull it off. One softly lit for fine dining upstairs, another high-contrasting for downstairs. The images were then painstakingly remixed with different pairings for an overall unified effect.
Two sides to everything
We then took the two-part story concept across all manner of collateral in contrasting pick and green. Menus, coasters, posters, even glasses, became different media to build an in-house advertising campaign. All served with some well-chosen words, and a selection of fine lines, for added flavour.
One type, two faces
Inspired by traditional Filipino calligraphy, we built a bespoke typeface – ReysFace. One version with sharp edges and hard cuts for a more refined feel upstairs. Another with fine, winding lines for a slightly wayward vibe downstairs.
