IDES began as a once-a-month pop-up restaurant created by former Attica sous chef Peter Gunn. A year into the business he realised that his brand identity wasn’t communicating the level of quality and service he was providing. We stepped in to create an identity that considered both Peter’s vision of soon owning his own place, and the temporary nature of his events.
Pete now has his own restaurant on Fitzroy’s Smith Street featuring the same name and inventive approach to cuisine as the original pop-up. The Age Good Food Guide rewarded his hard work by awarding Ides its first hat in 2016.