Dovetails
Refined branding for Ipswich's finest dining
A sophisticated brand identity for Ipswich's premier fine dining establishment, capturing elegance and culinary excellence through timeless design and refined typography.
The Challenge
Dovetails needed a brand identity that would immediately communicate fine dining quality to Ipswich's discerning diners. As the region's premier fine dining destination serving modern Australian cuisine, the restaurant required a logo and visual system that could make a powerful first impression: one that signaled culinary excellence, attention to detail, and a commitment to exceptional dining experiences.
The stakeholders understood that in the competitive fine dining landscape, the brand's visual identity would be the first touchpoint for potential guests. The logo needed to convey the correct feeling and brand values: sophisticated yet approachable, classic yet contemporary, refined yet welcoming. It had to attract the right clientele (those seeking special occasion dining and upscale culinary experiences) while remaining inviting to the broader Ipswich community.
The challenge was creating a timeless identity that would work seamlessly across diverse applications: from elegant printed menus that guests would hold in their hands, to exterior signage that would draw diners in from the street, to digital assets that would represent the brand online. Every touchpoint needed to reinforce Dovetails' position as Ipswich's finest dining establishment.
The Solution
We developed a classic, timeless brand identity anchored by traditional typography that immediately communicated fine dining quality and culinary excellence. The logo's refined letterforms and elegant composition created an instant visual shorthand for sophistication: exactly the first impression stakeholders needed to attract discerning diners and position Dovetails as Ipswich's premier dining destination.
The brand system extended seamlessly across every customer touchpoint. Printed menus featured carefully considered typography hierarchies that balanced readability with refined elegance, elevating the dining experience from the moment guests opened the cover. Business cards, exterior and interior signage, and digital assets all worked in concert to create a cohesive fine dining experience that felt both upscale and approachable.
By grounding the identity in timeless design principles rather than fleeting trends, we created a brand that would endure: one that conveyed Dovetails' commitment to exceptional modern Australian cuisine while welcoming the Ipswich community to experience the region's finest dining.
The Brand System
Creating a refined identity that captured Ipswich's finest dining experience through elegant design, thoughtful typography, and cohesive applications across every touchpoint.
Logo & Timeless Identity
We chose a classic typographic approach with traditional letterforms that conveyed sophistication, attention to detail, and culinary excellence. This wasn't about chasing trends; it was about creating an identity that would feel as refined in five years as it did on opening night.
The refined letterforms created an immediate visual shorthand for quality, signaling that Dovetails was a destination for special occasions. The logo walked a fine line: upscale enough to attract discerning diners, yet approachable enough to welcome the broader Ipswich community.
Menu Design & The Dining Experience
The menu became the most intimate brand touchpoint. We developed a typography hierarchy that balanced readability with refined sophistication. Spacing, weight, breathing room around each detail elevated the experience before the first course arrived.
Paper selection, print quality, and layout all contributed to the perception of culinary excellence. Our approach created layouts that felt generous with space, deliberate in organization, and refined in execution.
Brand Applications & Cohesive Touchpoints
The brand extended across business cards, stationery, exterior signage, and digital assets. Each application reinforced Dovetails' positioning and delivered on the promise of sophistication and culinary excellence.
From Instagram to exterior signage to the dining room menu, each touchpoint felt like part of the same refined whole, building trust and delivering on the promise of Ipswich's finest dining experience.
