Amuz Gourmet
In 2019, Amuz Gourmet invited us to speak about the rebranding direction of their French Fine Dining restaurant. Amuz, then was established 10 years before in an office building called Energy, and popular mostly to all the high executives for having lunch or dinner meeting, the wives of ultra-rich conglomerates, or couples on Valentine's or Anniversary dinner.
They were going through a major interior renovation with renowned designer Hans Susantio, but did not feel quite ready to return yet to the public eyes, not without a rebranding strategy that helps them reach into bigger and expanded target market, who are young, unpredictable, and grow into liking less formal dining experience from day to day, and that would sure be a very challenging matter to a fine dining restaurant.
Service
Print, Digital & Web
Client
AMUZ Gourmet
Year
2019
We've tried everything from uplifting the interior, redressing the restaurant, remaking the menu and posting more actively on social media.
But, with their current major audience, it would be very hard to remove this stigma for Amuz as an uptight, super strict & over the top restaurant.
Web & Mobile
On the last Valentine’s Day, we conducted a series of conceptual photography with Sonia Eryka - a long-time fashion & lifestyle blogger with her then boyfriend Mateusz Jarząbek for Amuz - Unlike any digital promotion of any other restaurants’ , we decided to do anything but mediocre.
Amuz Valentine Wonderland
Concept
The reservations for two at Amuz Gourmet Fine Dining Restaurant for the sweet couple Sonia Eryka & Mateusz Jarząbek on Valentine's Day turned out to be "out of the world" kind of experience. Enchanted by the Valentine's magic, the pair turned into little humans and went into the adventurous journey. The invitation might say "Fine Dining", but they just had no idea it is so much more than that.
Production
Inspired by Alice in The Wonderland, the art direction for this production wraps around the narrative of how Sonia & Mat's going through every course of the meals, as if it's an adventure. It sorts of combining all of the peculiar and fabulous elements of the fine dining. To millennials and Gen-Z who grow up in city like Jakarta, this kind of experience is extremely rare. To them, the food and its setting could be very strange, and could even be overwhelming. However, it could also be taken as a curios and enjoyable adventure.
