Saint Malo was conceived as an immersive Mediterranean escape—a place where stepping through the door feels like leaving Canberra behind and arriving on the Spanish coast. At a time when local hospitality branding was trending toward neutrality and “brandless” minimalism, the opportunity was to create something distinctive, character-led, and memorable.

The guiding concept, Curated Escapism, shaped every decision. Every detail was intentionally designed so guests wouldn’t need a ticket to Europe—Saint Malo would deliver the escape for the night.

The visual identity was intentionally expressive and story-driven. A custom typeface inspired by seaside towns of Spain introduced warmth, movement, and coastal character—anchoring the brand in place rather than anonymity.

At the heart of the identity sits the Mermaid, Saint Malo’s hero icon. Holding his trident in one hand and gazing into a glass of wine in the other, he represents indulgence, curiosity, and a love of good food—having willingly left the sea in search of culinary pleasure. The character brought mythology and narrative depth, making the brand instantly recognisable.

The branding was designed to connect seamlessly with the interior, inspired by Ibiza-style Mediterranean furniture and shoreline textures. Colour, typography, and graphic elements echoed the space, creating a cohesive experience across physical and digital touchpoints.

Storytelling was central to Saint Malo’s success. Social media was used as an extension of the brand world—designed to feel transportive rather than promotional. Through slow, atmospheric content, shared plates, wine rituals, and Mediterranean moments, stepping into Saint Malo—online or in person—felt like stepping into Spain.

The launch strategy leaned into Canberra’s close-knit community. By opening to a room filled with locals, creatives, and small business owners, Saint Malo generated immediate word-of-mouth momentum. Paired with a strong visual identity and cohesive social storytelling, the venue quickly established itself as a destination.

The result was rapid organic growth across social platforms, a loyal local following, and a brand that stood out in Canberra’s dining scene—not just for its food, but for its sense of escape.