- Article by Studio Equator
- Designer Studio Equator
‘Philly cheesesteaks’ are sandwiches made from thinly sliced pieces of steak and melted cheese in a long roll, a dish that originated in – and is now iconic to – the city of Philadelphia in Pennsylvania, USA.
The owners of PATS decided to adapt this popular meal for the Australian market and asked Studio Equator to help them create a brand and capture attention for their new business, located on Bridge Road in Richmond, Melbourne.
The owners wanted a strong, memorable visual identity and brand that would stand out from the crowd and be instantly recognisable, in order to set up a strong foundation to grow the business.
Following a design audit, our recommendation was to develop a brand identity and core message that is artistic, confident, happy and friendly, and to implement distinctly unique differences in the brand to set them apart.
We decided to consciously develop and convey a personality for the brand, and our concept for this was inspired by the city and culture of Philadelphia in the 60s and 70s, including the great soul, funk and jazz that was prominent at that time. This inspired the interior colour palette, and the images we developed to create a narrative that tells the Philly story visually.
Inspired by Philadelphia’s ‘urban jungle’, the interior features a ceiling art installation of plumbing pipes, with naked light bulbs suspended throughout the space. A series of plywood pendant light shades were custom designed and made to add interest and contrast. Story-telling graphics have been designed and printed on plywood panels, and attached to the walls as custom wall cladding.
A communal table at the centre of the fitout has table legs made from plumbing pipes to match the ceiling installation.Chair legs are painted in orange, blue, black and white to match the colours used in the graphics.
Team Carlos Flores and Benjamin Fretard