The brand’s fundamental concept focused on effectively communicating the primary pillars of culinary excellence, the iconic riverside location, ties to the arts precinct, and rich historical significance to a broad audience. To heighten the brand’s identity and create a well-organised structure for communication, dynamic shapes representing these pillars were carefully designed. This process established a strong brand language that could easily adapt to various mediums and audiences, while also being adjustable according to the specific context.

By securing a distinct market position and crafting a renewed narrative, Southgate effectively revitalised itself as a culturally significant destination. The reintroduction of Neue Haas Grotesk as the primary brand typeface not only enhanced legibility but also invoked a sense of historical authenticity in the wordmark, showcasing the power of subtle adjustments. The introduction of a vibrant new colour palette introduced strong contrasts and effectively accentuated key elements to significantly boost brand memorability.