|Project||Outback Steakhouse||Client||Outback Steakhouse||Year||2015|
|Discipline||Branding, Packaging, Print||Credits||Creative direction: Tony Ibbotson (The Creative Method)|
|Discipline||Branding, Packaging, Print|
|Credits||Creative direction: Tony Ibbotson (The Creative Method)|
Outback Steakhouse is an Australian-themed American casual dining restaurant chain with a small presence in Australia. They approached us to revitalise their brand. This included their menus, packaging and environmental graphics.
The brand story revolves around a down to earth Grandma. She is the matriarch of the family and spent years in the outback cooking for the family. She is self sufficient.
The tea towel represents home and comfort food. When nanna brings food fresh out of the oven she would use a simple tea towel like this. This tea towel is replicated in much of the collateral.
Thinking back to Nanna being the matriarch and master of cooking the menu is inspired by a recipe book, but not just any recipe book. One with nanna’s scribbles and notes to reflect her wisdom perfecting her dishes.
We imagined what Nanna’s kitchen and dining would look like in her outback tin house. We looked at references of rustic food photography with traits such as mismatched cutlery, random pots and pans and old wooden tables.