Bennelong restaurant - with help from Saatchi & Saatchi - showcases its new brand identity; a tribute to the history of Bennelong Point.
The brand identity, created by Saatchi & Saatchi spans the full breadth of the restaurant and customer experience from the branding itself to signage, menus, glassware, stationary and the details of the staff uniforms.
All elements were inspired by the location and history of the site, including the Opera House building itself. Before 1788 Bennelong Point was an island and used as a place to gather by local indigenous tribes, where they would eat shellfish and pass on stories and traditions.
For this reason, the 'o' of the Bennelong brand is a shell, drawn with overlapping topographical lines to also represent the site's history as an island. It additionally reflects Jorn Utzon's architectural blueprints of the Opera House in its earliest form.
Saatchi & Saatchi head of design Tod Duke-Yonge said: “It's not often that you get to work on one of the world's architectural icons, let alone do it with arguably Australia's greatest chef.
“We were also very lucky to work with TZG Architects from an early stage to ensure the restaurant's identity captured the unique spirit of the location.”