CENTRAL
A subterranean dumpling restaurant in Meanjin/Brisbane City. Central, named after bustling district in Hong Kong, is a beautifully raw, industrial, and moody space hidden underneath Queen Street.
Central’s graphic identity marries the neo-brutalist aesthetics of the space with the vibrant and ornate nightlife of Central's namesake of the 70s and 80s. Refined corporate visual cues are also present, operating as deliberate references to both Centrals’ CBD locations.
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SCOPE
Brand Identity
Digital
Social Media Templates
Wayfinding and Signage
Art Direction
Naming
Motion
Print
CREDITS
Signage in collaboration with J.AR OFFICE
Inspired by Hong Kong’s iconic bauhinia flower and vintage floral dining motifs, a charming and lively symbol was created. The logomark embodies a sense of motion, a call to the vibrant nightlife of Central. The flower is adorned with a shoe, offering a final homage to Central’s dynamic corporate identity.
Drawing from the same aesthetic and visual cues, a series of complementary icons were included in the package.
The menu grid systems and ring binder folder displays amplify the vintage corporate aesthetic.
The art direction for Central's image library focused on scanning products and produce. This approach not only provided an efficient and relevant way to showcase new menu items and create clean, contextual backgrounds for social media posts, but also served as an additional nod to the corporate themes that define Central.