Parry Street Garage
Branding, Website and Print
Following the success of Newcastle's iconic Merewether Surfhouse, the next project in the pipeline for the owners was their new bar/restaurant venture Parry Street Garage. Headjam were engaged to create a complete brand solution for the new business.
The vision was to retain the shell of the car mechanic’s workshop and retain its original name, ‘Parry Street Garage’. It would be transformed into a contemporary restaurant and bar, offering wood fired pizzas, pasta and a menu of affordable dining options and take-away.
Headjam was asked to create a complete Brand solution for Parry Street Garage including the Brand logo, signage, uniforms, menus and promotional materials.
Desired Consumer Response
In Headjam’s exploration of a Brand solution, the graphic language from the 1960–70’s period of the building was researched, as well as themes that hark back to the owner’s Italian heritage. The historic graphic styles, typography and colour of Italian automotive racing was also a large influence.
The secondary design element created the numbers ‘106’, which is used as a graphic element for new customers to locate the restaurant and across other applications. The design of this was influenced by the numbers displayed on racing cars
of the period.
Headjam worked closely with architect Jason Elsley of Derive Architecture & Design, to ensure the Brand solution created for Parry Street Garage reflected the vision for the restaurant and bar, as well as complementing the origin of the building.
The key design solution for the Parry Street Garage Brand needed to be impactful, unpretentious and practical. Careful attention has been given to each item that was designed. For instance, the menu is folded and easy to use, the bands of the logo on the wine glasses have not only been used aesthetically, but also practically with each band acting as a measurement for bar staff when pouring a drink generating a consistent offering and saving wastage.