LOUISE

We were approached by JIA Group to create an identity concept for their new high-end French restaurant, in partnership with Michelin star award winning chef Julien Royer. Located in a two-storey heritage building at PMQ, the brief was to conjure up an iconic personality that matched the calibre of the food and the Andre Fu designed interiors.

Grown from a place of nostalgia and familial love, Chef Royer’s traditional French cuisine, reimagined, provides honest cooking inspired by the quality home-cooked meals he grew up with.

Having met with the project team (client, chef, interior designer), we developed an identity concept that hinged on the personality of a charming and sophisticated host Louise.

We created a unique and memorable persona, a character whose presence accentuates the property through her choice of interior, decor menu and service.

Our concept was to tie the experience of dining chez Louise. As a guest of the lady of the house you are. not treated as a customer, but rather a friend. This concept informed our approach to the identity design and the personal details and gestures that appear across the deliverables.

From the custom logo font and typography selection, to our choice of paper stock, we created a suite of collaterals reminiscent of classic, refined personality stationery. The overall aesthetic was of nostalgia for an era of bonhomie and authentic hospitality.