Saxe Kitchen is a casual dining extension of chef Joe Grbac’s fine-dining restaurant, Saxe, located in Melbourne. The identity needed to differentiate from its fine-dining reputation while still maintaining brand equity.
Key Insight Casual diners value friendliness and approachability. The brand should feel relaxed and adaptable without losing the prestige of the parent restaurant.
Design Response Layered ‘Kitchen’ typography over the Saxe wordmark, using halftone and stamp elements to enable in-house customisation. The style was applied consistently across signage, print and online collateral.
Outcome A casual, friendly identity grounded in the parent brand, communicating approachability and flexibility for a different dining experience.
Client Saxe restarant (designed with Dave Grbac as CD)
Photography Phoebe Powell
Role Concept development, brandmark, identity, custom wordmark, signage, print assets, signwriting, finished art, client facing, production management
