The Brief_
Working with Sydney restauranteurs Justin and Georgia North, the duo behind Sydney foodie institutions Becasse, Etch and Plan B - to create a premium burger bar brand inside Australia’s premier retail location, the new Sydney city Westfield.
The result was the Charlie & Co. brand, as much a testament to quality produce as a tribute to the local artisan food producers who partner with the Norths. It’s a philosophy that creates a unique experience and strengthens customer relationships with both the Justin North and Charlie & Co. brands.
An identity and a brand story was applied across the entire creative scope: naming, menus, website, interiors, uniforms and packaging.
All elements used locally sourced, sustainable materials where possible in line with the brand, along with a look and feel using a mix of copper foiling and rust, contrasting against rough textures and uncoated fibrous stock designed to create harmony between the embellished and the ordinary.
