St Albans
New Initiative was engaged to develop revised brand strategy and subtle repositioning for St Albans stable of venues and products: Hellenika, Sushi Room, SK Steak & Oyster, Sunshine and Bu Deli.
HELLENIKA AT THE CALILE
The age-old concept of living well comprises the simple pleasures of good company, good food and a good location – elemental philosophies found within Hellenika’s history, its menus, its founders, its service, its generosity and the enduring pleasure of shared enjoyment of food.
New Initiative drew upon the legacy of this much-loved venue from its Gold Coast roots to its true home poolside at The Calile, to develop a revised brand strategy with the purpose of celebrating Hellenika’s heritage, values, story, and most importantly its brand across social media including management plans, communications, photographic direction, marketing initiatives, PR and brand tone of voice.
SK STEAK & OYSTER
A classic urbane experience that speaks to quality, and timeless, global, cosmopolitan, and reliable dining. Dining at SK comes with heightened expectations, anticipation, and an assumption that it will be an impeccable dining experience. Its brand too needed to reflect this.
New Initiative refocussed on the qualities that define SK Steak & Oyster, a brand that conveys strength and sophistication, and developed a revised brand strategy with the purpose of celebrating SK’s uncompromising commitment, professionalism, culinary expertise across social media including management plans, communications, photographic direction, marketing initiatives, PR and brand tone of voice.
SUSHI ROOM
A considered experience embracing nuance, culinary intelligence and relaxed sophistication in a theatrical space composed simply of light, material and dimension. A place in which the cuisine and the intricate preparation of that cuisine sits centre stage.
New Initiative worked with the dedicated team to develop a Sushi Room tone of voice that mirrored the exceptional design, vision, integrity, and purpose of the venue across social media including management plans, communications, translation support, photographic direction, marketing initiatives, launch and on-going PR and brand tone of voice.
SUNSHINE
Easy feel-good food. Sunshine delivered a new dining concept for Brisbane – restaurant quality food ready to take-away or eat-in. A relaxed Mediterranean canteen slinging quick, yet quality pay-by-weight eats.
New Initiative worked with Sunshine to provide comprehensive strategic direction across communication objectives, brand tone, website format and language, Uber Eats launch, out of home advertising, social media strategy and management plans, PR, photographic direction, corporate communications, collaborative marketing opportunities in order to refine the messaging to clearly convey not only the cuisine, but also to educate the consumer on a unique and totally new dining format.
BU DELI
Better butter. An ethical feel-good butter that doesn’t compromise on classic butter satisfaction but is better for you and the planet. Made with plants, care and kindness and valuing sustainable practice and honest, authentic butter enjoyment. A new world butter that is a better choice – good butter, in every way.
New Initiative worked with Bu Deli to develop a comprehensive strategic direction across communication objectives, brand tone, website format and language, social media strategy and management plans, to refine the messaging to clearly convey a natural earnest, charming and no-fuss brand that it is sincere and confident in its expertise and knowledge.
July 2022 – February 2023
