Pastarami (Branding)
A Neighborhood Kitchen In Your Area
End to end service for a Pasta & Wine bar
Strategy, Branding, Interior, Collateral
Pastarami, formerly Noir, is the brainchild of Peter Roddy and Ebony Vagg. Established in Richmond over 13 years ago, they felt the need to transform their venue into a casual, neighbourly hotspot. Offering comfort Italian fare day and night, they focus on six different in-house pasta, local wines, and great focaccia. With Peter’s Michelin background, having served time under Gordon Ramsay and Michel Roux, he saw the need for a change to cater to the bustling inner-city Swan St. crowd.
“Noir became less and less of a love thing, and I was due for a change...”
— Peter Roddy
BRIEF
Minded by BrandWorks was tasked with the revamped Pastarami - seamlessly blending high-quality menus with every touch and a relaxed atmosphere, making it a perfect spot for casual lunches and lively late-night bowls of pasta.
APPROACH
Minded by BrandWorks approached Pastarami with a vision inspired by South Coastal Italy. The playful name and loose aesthetic of hand-drawn illustrations recreate a down-to-earth brand. A light, milky cream sun-drenched palette evokes Southern Mediterranean earthy coastal vibes. The brand is bright and airy with butter-yellow menus, rendered walls, cream and biscuit chequered vinyl tiles, gleaming backlit wine bottles, a new marble kitchen pass, and a Tasmanian oak bar.
“Essentially, it’s two chefs owning a wine bar, having as much of a laugh as we can”
— Peter Roddy
OUTCOME
Successfully reopening in June 2024, the venue quickly garnered media attention, attracting Broadsheet to write a "First Look" article and earning positive reviews in its first week. It received over 525 likes on Broadsheet's Instagram post, showcasing the revamped menu, relaxed dining atmosphere, and stunning interior design by Minded by BrandWorks. With its expertly executed rebranding, casual feel and thoughtful details, Pastarami is a must-visit date night spot at 175 Swan St. Richmond, Melbourne.
TESTIMONIAL
“Minded was fantastic to work with, always available to answer our questions from planning to completion, making the process and our lives easier”
— Jonathan Phillips, Chef & Co-owner
“The bright, vibrant design perfectly matches the vibe of the restaurant and is exactly what we had in mind. The rendered walls add a beautiful feature to the restaurant. We couldn’t be happier with it... and how different it looks and everyone loves it!”
— Ebony Vagg, Co-owner
“The build was smooth thanks to Minded team’s strong communication and support, helping us manage the project ourselves. Their extra help with marketing was also fantastic.”
— Peter Roddy, Chef & Co-owner
