The Challenge

Carl Jensen, Executive Chef and Owner of Cronulla’s iconic Summer Salt restaurant, engaged branding agency, Percept, to develop a distinct brand identity for his new venture, Jensens.

Jensens is a restaurant and bar located in Sydney’s south, which leverages the heritage and reputation built by Carl and his team in his first successful restaurant, also named Jensens, circa 1990.

The original restaurant had a French influence, and although based on classic techniques the new Jensens has a fresh, modern appeal for today’s savvy diners.

The Solution

Branding agency, Percept created a comprehensive brand identity anchored in elegant simplicity with a pinch of personality.

We started by creating an elegant and refined logotype that gives a nod the Jensens heritage. A restrained colour palette of black and white was layered with contemporary coastal accent colours and textures to complement the amazing interior that had been created by Giant Design. On this simple foundation we built a tone of voice for the brand that’s approachable, fun and familiar.

The brand identity was rolled out across a variety of touch-points. Everything from letterpress business cards, coasters, and bespoke menu systems, to uniforms, signage and of course, their website.  

Typographic craft, texture and layering were key in achieving the sophistication intended for the identity system.

Across signage, print collateral and website, this brand identity feels refined and classic, yet refreshingly modern and light. It creates the family-friendly, yet sophisticated atmosphere that owners Carl and Brooke were seeking for their new destination which is a welcome addition to the thriving Sydney food scene.

To see this Sydney restaurant’s website design, go to jensensrestaurant.com.au and book a table while you’re there, we can recommend the experience.