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eddie design director profile
Design Director
12 Plus years Experience
Nelson, Christchurch, Auckland, Wellington

Represented: 22/09/15

Oyster and Chop, Viaduct

About Project

I had the privilege of working with TV3 board member and Officer of the New Zealand Order of Merit Julie Christie on the rebranding of her high-profile and well-known restaurant The Foodstore in the heart of The Viaduct into Oyster & Chop.

I first worked closely with Julie on the design on her new master logo. She was extremely particular about her vision. Julie had a story she wanted to tell and it had to be entirely expressed through the wordmark. Once she approved the master logo we carried on developing secondary wordmarks to be used on various menus and as wayfinding throughout the restaurant.

Finally I proceeded to develop the collateral including an assortment of menus and menu templates for the staff, point-of-sale and signage, as well as contribute to brainstorming sessions for the interior fitout.

After the restaurant opened I organised a photoshoot of the new premises. Being both a designer and a photographer made things easy for a client who is busy at the best of times.

I had three objectives for the photography. First I wanted to communicate that Oyster & Chop is open for day time coffees through to evening fine dining. The secondary objective was to convey a sense that the restaurant is very large and spacious and I achieved that by accessorising my model with horizontal stripes in her blouse and carry bag. My final objective was to emphasise the seafood and location in the Viaduct by dressing the model in nautical sailing colours.

To achieve that (and to prevent closing the restaurant) I decided to do the shoot before lunch to get the maximum natural light. This allowed me to avoid bringing cumbersome equipment and move effortlessly with my model throughout the restaurant without impacting any patrons.

After capturing the images I worked on developing a photographic grade in post-production that conveys a sense of warmth, coziness and moodiness normally attributed to evening fine dining. This smoky, “warm evening” grade complements the photos’ original daytime highlights which I preserved at a very neutral bright white, hence achieving my objective of tying in the daytime to evening story.


Food & Beverage


Art Direction, Graphic Design, Marketing Collateral


Julie Christie, Oyster & Chop


Production coordinator: Alison Hunter, EA to Julie Christie

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