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Responses by Ali Ozden, design director, Re

Background: Rey’s Place is a new Filipino restaurant located in a heritage-listed terrace house in Sydney’s vibrant suburb Darlinghurst. This latest entry into Sydney’s food scene is one of contrast. With little floor space, we knew that Rey’s Place needed to keep both levels of the building full to keep the doors open, which meant telling both halves of the story to reach both sides of the culinary divide.

Reasoning: Our solution explores this relationship of two halves by using two custom typefaces based on Filipino calligraphy, portraits that pair fine diners with unruly guests and a complementing two-tone color palette. We then took the two-part story concept across all the collateral by contrasting pink and green. Menus, coasters, posters and glasses became different mediums for the in-house advertising campaign. All were served with some well-chosen words and a selection of fine lines for added flavor.

Challenges: Creating an identity that could be easily implemented in a restaurant that is so small; we were tasked with finding a solution that could retain a clear idea across all the touch-points, from coasters to menus and signage.

Favorite details: We were given the opportunity to explore how the concept translated itself into all the aspects of the identity, from portraiture to food photography to the creation of two typefaces and of all the collateral. We’re thankful for the client for believing in us, and for our photographer Nick Lawrence’s help in making our split vision a reality.

Anything new: We created a new typeface based on our concept of two halves—a monospace font that is structured and impactful and that references traditional Filipino calligraphy. Creating a typeface from scratch pushed us into an unfamiliar territory. We learnt a lot during this process, and developed a newfound respect for typographers.

re.agency

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