Lunetta + Lunetta Trattoria

New Initiative was engaged to lead the brand vision, PR activity and communications strategy for Lunetta restaurant and Trattoria Canberra, opening in November 2024, three years following the sale of the historic mid-century Canberra landmark to multi-award-winning restaurateurs Tracy Keeley and sons Matthew and Nicholas.

Originally built in 1963 and 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 memory nature and community converge.

New Initiative drew upon the phrase ‘the elsewhere’, coined by Enrico Taglietti to describe Canberra’s unique character. This formed the foundations of Lunetta’s brand vision created in partnership with Studio Bland and informed the delivery and implementation of the launch strategy for Lunetta, meaning little moon that sits between the earth and sky.

September 2022 – November 2024