The business challenge
Develop a brand for a casual dining restuarant in Fairfield
Flour + Salt is a licensed restaurant in Fairfield, Melbourne offering an unparalleled dining experience for lovers of pizza and pasta. Assemblo was approached to develop a brand for the restaurant to use across all of their collateral, signage and online.
The brand needed to stand out in the local area, capturing the simplicity of the ingredients and the love and care owners Mark and John put into the food.
The insight
Diners are drawn to authenticity and quality
Diners are increasingly drawn to simplicity, authenticity, and quality in their meals. They value food made with fewer, high-quality ingredients that showcase skill and care, evoking comfort and connection to tradition.
The essence of pizza and pasta — flour and salt — reflects a return to the basics, where the simplest ingredients, when treated with care, create something extraordinary. This resonates with diners looking for a dining experience that’s honest, unpretentious, and delicious, delivering comfort and a sense of craft.
The impact
Two simple ingredients brought together with care – Flour + Salt
With the pasta and pizza made in-house, the branded needed to reflect the quality ingredients and let the food speak for itself. With this in mind, a minimalist approach was taken to the brand, allowing a focus on what is the most important ingredients in pizza and pasta: the flour and salt.
Working to a tight deadline, we liaised closely with Mark and John to roll out (no pun intended – they hand stretch their dough) the brand over menus, signage, menus, pizza boxes, wine glasses, and online.