As part of a multi-million dollar lobby refurbishment, Brisbane Marriott commissioned Underbrand to position the new restaurant as one of Brisbane’s dining and socialising destinations.
From the ground up, we conducted extensive research to develop a position for the new grill restaurant within the current market. Starting with the creation of the name ‘Motion Bar &Grill’, based around the interactive features of the restaurant we developed a logo mark reminiscent of the New York grill houses of the Art Deco era, along with a full brand identity.
We then embarked on applying the identity through launch and operational material including, menus, uniforms, signage, website and email marketing, direct marketing and advertising.
In order to deliver a truly distinctive brand we developed a unique photographic style for the restaurant and art directed a series of photo shoots of the food and interior with photographer, Mark Lobo to create an extensive image library for marketing and promotion.
The result is a distinctive brand that has gained great traction for the hotel within the marketplace.