Charlotte Bar & Bistro

Azabu Group, Sydney

Brand Strategy, Brand Identity, Image Making, Print, Creative Consulting

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Nostalgic French classics, from a highly respected chef, in a heritage-listed building with harbour views.

↳ Task

Sometimes people just like names. They don’t need to mean anything - you just like them. That was the case with Charlotte Bar & Bistro. We were tasked with creating a brand for the first European venue for the Azabu Group under the name Charlotte. The added challenge was to bring some meaning to the name and craft a strategy around it. Our response? Pas de problèm… hold our champagne.

Un nouveau restaurant élégant!

↳ Design Solution

A successful brand strategy has a solid foundation you can repeatedly call upon to help make decisions and maintain a brands true-north. When the project name is a person’s name, we simply had to make that person and imbue them with the values and traits we want to achieve with the venue. Enter Madame Charlotte: a fictional character we created who can tie their homeland of Paris with their new home of Sydney.