Background

When Accor undertook a multi-million dollar refurbishment of the Peppers Hotel in central Adelaide, they engaged BrandWorks to develop a concept and brand for the refreshed bar and restaurant.

While the client had already landed on an offering that was broadly Italian, the full details of the concept were still to be established by BrandWorks.

Approach

We began, as always, with a thorough research and strategy review for the venue, including trade area analysis, local demographics, customer personas, and local competition. This research culminated in a gap analysis proposal that found that despite other Italian venues in the area, there was an opportunity for a new concept with an all-day offering, multi-use zoning, and an open show kitchen.

This outline was expanded to form the concept “Here’s to my Italian friend”, which celebrates the hearty, comforting, retro favourites that we grew up with and loved. Serving up old and new home-styled classics redone with a little wink and nod, making everyday Italian into something "grande speciale". A retro-inspired concept that’s warm and welcoming with great food at the heart, paired with even better wine.

Fun, loud and Italian all-day dining fare, serving up retro-inspired classics as seen through a modern lens, with Italian house wines and cocktails from tap to bottle.

Result

The name Tutto was chosen to reflect the desire of customers to want to eat everything on the menu. From here, we built out the Tutto brand, which is similarly retro-inspired with a warm, sun-soaked palette that draws you in and makes you feel at home.

Typography is inspired by classic hand-formed vintage signage in bold pomodoro red. Vintage imagery is paired with modern hand-drawn illustrations and patterns to add pops of colour and warmth.

The brand was applied across the Tutto collateral roll out including menus, coasters and a suite of digital assets for online applications.

Tutto opened its doors in early 2023 and has been a warm and welcoming home-from-home for hotel guests and local diners alike.