Quarter Peter

The brief was to create a budget-friendly restaurant concept built around the idea of a “quarter.” Rather than simply creating a name and logo, the brief was to build an entire restaurant brand from scratch including its personality, story, visual identity and how the space itself would come to life. 

We started by creating Peter,  the character at the centre of Quarter Peter. We developed his story, personality and characteristics, using him as the foundation for the larger brand world. This became the starting point for our brand storytelling, giving Quarter Peter a distinct personality that could carry across every touchpoint.

From there, we built Quarter Peter as a complete restaurant experience, bringing together brand strategy– thinking through everything from the identity and menus to the physical space and the details customers would interact with.

The work extended beyond conventional branding. We helped shape how the restaurant design would look like and experienced, developing concepts for the interiors, paintings and doodles across the space, along with branding elements such as uniforms and menus. We also worked across different aspects of the restaurant’s identity.