21 grams of soul food

The launch of Quarter Twenty One at Westfield's flagship Pitt Street location has unveiled a bold branding and design project by Sydney-based creative agency, Bang.

Working closely with owners, restaurateurs Justin and Georgia North, Bang developed the name, logo, design, theme and visual identity for a newly located Becasse restaurant, a casual eatery, a bakery, a food and wine retail space and a cookery school.

Based on the concept that the human soul weighs 21 grams, the team, led by creative director Samantha Krug, has developed the overarching theme of 'Feed the soul', 'Cook for the soul', 'Eat for the soul' and 'Shop for the soul' for the precinct which extends to packaging, uniforms, interiors and signage.

This is Bang's second project with the Norths and Justin North believes the brainstorming was extremely valuable and that the agency understood their vision for the complex.
“Quarter Twenty One is a vital return to real food that feeds the soul and nourishes your entire being,” he said.