Alia was envisioned to blend the charm of a Greek taverna with a luxurious yet relaxed dining experience. The goal was to create an inviting space that merges a contemporary, minimal interior with the warmth of a Greek family dinner.

To capture Alia’s essence, we analysed Greek cultural motifs, the timeless appeal of taverna dining, and ritualistic symbolism. The concept of “Curated Escapism” became central. Collaborating with renowned Canberra architect Nik Bulum, the vision took shape as a “temple-like” retreat, blending stone, marble, and unexpected textures.

Despite the elevated interior, the menu price point was designed to be accessible, challenging the typical expectations of such a sophisticated setting. Our strategy was to convey that, despite the retreat-like elegance of the interior, the food and service would evoke the familiarity and comfort of a family gathering.

The visual language started with a logo inspired by the ancient Greek evil eye, a symbol of protection that offered both cultural meaning and visual appeal. The logo’s soft edges and approachable style created a welcoming vibe, breaking from traditional formal dining logos to signal a more relaxed atmosphere. An adaptive element of the logo became whimsical characters inspired by ancient Greek pottery, adding playfulness and energy to reinforce Alia’s vibrant personality.

The tagline was created: "A Culinary Odyssey with Greek share plates and holy elixirs”, a concept evokes a sense of ancient rituals, combining the feeling of enjoying a drink fit for a high priestess with the comfort of dining at a grandmother’s table.

Our research highlighted Canberra’s unique, supportive community, where local small businesses thrive on collaboration and word-of-mouth. To leverage this, we designed a community launch plan. By inviting local entrepreneurs—hair salons, fashion boutiques, florists, skin clinics, gyms, and other small businesses—we tapped into Canberra’s tight-knit network, encouraging organic social media growth. This grassroots strategy was essential in positioning Alia as a new favourite in Canberra’s dining scene.

Alia’s inviting design, playful brand elements, and community-focused launch strategy propelled it to become one of Canberra’s fastest-growing restaurants, earning a loyal following and recognition in Qantas Travel Insider as one of the Best Restaurants in Canberra. These elements were crucial in establishing Alia as an authentic, upscale, yet approachable.