RICE PANTRY
Southeast Asian Diner & Bar:
From Mekong to Marrickville
From Mekong to Marrickville
STUDIO
BrandWorks—Melbourne,AU
Project type
Strategy, Branding Identity Refresh, Collaterals, Website
Strategy, Creative Direction, Project Manager
Eleena Tan, Michael Tan
Graphic Designer
Jo Bane, Miranty Annisareta
Lead of Interior
Sophie Metcalfe
2021
RICE PANTRY is a well-known Sydney Asian dining concept, celebrated for the belief that everything pairs perfectly with rice. The brand, originally built around a popular Vietnamese-inspired menu, has a proven track record of attracting a diverse clientele.
Engaged by the founders, BrandWorks provided a comprehensive brand refresh and interior design ahead of their new opening in the renovated Marrickville Metro. This strategic move involves expanding the concept beyond Vietnamese dishes to incorporate a wider array of South-East Asian influences, positioning the brand for broader appeal within a discerning food market.
We took the foundation of the current brand and refined it: simplifying the brand mark lockup and developing a modern, sophisticated colour system. The resulting soft pastel palette provides a contemporary tribute to its Asian origins.
Key collateral developed includes bespoke takeaway packaging, impactful bill posters, and a visually engaging Instagram feed, all designed to communicate the brand’s promise of full bellies and warm hearts.
Image credits: Twenty Interiors (builders), @rice_pantry & Leigh Griffiths
