Lunetta + Lunetta Trattoria

New Initiative was engaged to lead the naming, brand vision, communications strategy, tone of voice and launch PR for both Lunetta restaurant and Lunetta Trattoria Canberra.

Opened in November 2024, by award-winning restaurateurs the Keeley family, the historic mid-century Canberra landmark, originally built in 1963 was reimagined into two dining venues by leading Sydney based architecture studio ACME. The new iteration blends modernist design and Italian-inspired cuisine to create memorable experiences that connect and inspire in a place where history, nature and community converge.

New Initiative drew upon the phrase ‘the elsewhere’, coined by Canberra modernist architect Enrico Taglietti, who was involved with the project in the 1980’s, to describe the city’s unique sensibility. This formed the foundation of Lunetta and Lunetta Trattoria’s brand vision, informing every aspect of the delivery including a series of ‘re-imagined’ Modernist futures by Melbourne- based photographer and Ai-artist, Tom Blatchford, along with the implementation of a launch strategy for Lunetta, meaning “little moon that sits between the earth and sky.”

September 2022 – November 2024