The Heart of Hastings Street
Defining what makes Aromas Noosa special to so many people was a daunting task, but through the use of industry research, hundreds of customer testimonials, and stakeholder interviews The Heart of Hastings Street was born.
“Social Tap got the brief from day one, their process helped us to identify and reinforce what was special about our business and our new branding brings that story to life.”
– Carlo Renzulli. Aromas Noosa
The rebrand of Aromas Noosa was more than just a new logo, it was an exercise in bringing to life the feeling of being at this one-of-a-kind venue. The artwork for the Heart of Hastings concept required an artist who was quintessentially Noosa. Our search unearthed Noosa illustrator Cass Deller; someone who not only understood the ethos of Aromas, but also brought a new depth of life to the Heart of Hasting Street visuals.
Design was only the beginning of the project, with the new branding story and visuals to be executed throughout the venue, as well as the online and print touchpoints.
Graphic Design & Packaging
The graphic design element was one of the larger aspects of the project with multiple menu designs, each with their own aesthetic to represent breakfast, lunch, afternoon, and evenings, as well as in venue signage to compliment the renovation, and customer facing stationary such as coffee cards, business cards and flyers/brochures.
The project also included updating the design of the packaging including the selection of sustainable takeaway coffee cups featuring the illustrated elements, which replaced the iconic orange Aromas takeaway cups, as well as the take home coffee bags.
Website Development & Management
The website rebuild needed to incorporate new branding and design elements, as well as the new business SEO priorities. From there we updated the EDM design to align with website and in venue aesthetic, as well as listings across online industry and consumer facing websites such as social media platforms, Google, TripAdvisor etc.
Photography and Styling
We worked directly with a carefully chosen photographers whose style suited the venue and its story.
Photoshoots were timed to capture the restaurant when it was at its best on a stunning autumn afternoon, as well as the dishes that would leap out and linger in the minds of customers.
Social Media Management
We are responsible for the end-to-end management of Aromas Noosa’s social media including content creation, reputation management and strategy for the brand’s platforms and accounts.
When it was time to launch the new brand, it was implemented across all social media channels with a strategic campaign to familiarise their audience with the new imagery over the following months.