Housed within the old Gowings building and department store now QT Sydney Gowings Bar and Grill restaurant, positioned by Toben, has had a storied past. Toben created an identity for the revamped space that pays homage to the buildings rich history on the one hand, and steps into unexpected creative territory on the other. In contrast to its rich heritage, Gowings had begun to settle into a traditional bar and grill aesthetic, attracting a customer base of male bankers and professionals from Sydney inner city. The aim for the identity refresh was to position Gowings as must visit culinary destination in Sydney, broadening its appeal, and engaging a more diverse clientele.

Steered by one of Australias most admired chefs Sean Connolly and his mantra of minimum of fuss, maximum of flavour, Gowings looked to bring Sydney siders a fresh culinary experience of simple, yet indulgent Italian cuisine inspired by New Yorks Little Italy. With such a rich history to lean into, it was important to find the perfect balance between the past and the future, combining historical touch points and contemporary motifs in an engaging manner that deliberately went against the traditionally stuffy and masculine bar and grill aesthetic.

Toben developed and executed an identity that combined Gowings cultural and historical heritage with the unique charisma of head chef Sean Connolly, and his goldmine of Seanisms translated into Italian to embody the cheek and charm of New Yorks Little Italy. The finished project is a brand identity greater than the sum of its parts, that combines the past and the future, and deftly balances exuberance and refinement. Contrasting but complimentary typographic combinations inspired by historical Gowings touch points are given life and zest through head chef Sean Connollys idiosyncratic Seanisms, and a dynamic and expressive colour palette expels the outdated bar and grill tones. All in all, the many facets of Gowings come together to form a vibrant, unexpected and distinct identity, shifting the restaurant into a more contemporary, inclusive and welcoming space for visitors, leaving behind the nostalgia of traditional bar and grill aesthetics.

CREDITS

Project Photography: Nick De Lorenzo; Food Photography: Buffet Digital; Interior Photography: QT Sydney; Interior Design: Nic Graham & Associates; Print Production: Lisa McCulloch (EVT); Typography: Recoleta Latinotype; Futura Passata AlfaType; Analo Grotesk Due Studio; Glossy Display Bold Decisions