01
Audience research & strategy

Our audience research focused on Crafted Liberation’s impact. Our goal was to understand the emotional drivers behind support for this project. We identified two key personas:

  1. The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.
  2. The Drivers: Primarily Iranian women living outside Iran, deeply connected to the Women, Life, Freedom movement.

These insights informed every aspect of our brand strategy, guiding the website and content creation to engage these audiences emotionally and effectively.

01
Brand design & copywriting

The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

01
Brand design & copywriting

The brand design embodies RK Collective’s philosophy of ‘design for function, not decoration.’ The aesthetic for RK Collective is minimalistic and modular, using earthy, neutral colours and a clean, sans-serif font. For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

For Crafted Liberation, we introduced a vibrant Persian-inspired colour palette, reflecting the cultural significance of the project. This differentiation in design helped to establish RK as the umbrella brand, with Crafted Liberation as its signature project.

Flyover: Brand refresh & website redesign for a new phase of growth

About

Flyover began as a cult-favourite takeaway in Sydney’s CBD. When it moved to Redfern and became a full-service restaurant, the brand needed to evolve too. Our role was to translate Flyover’s new direction into a clear, modern experience — online and in-store.

This phase of the project focused on the visual identity, brand messaging and website redesign. Our goal was to show off the big, bold flavours of the Flyover food, build trust and make booking as easy as possible.

Note: This design phase was built on the foundation of audience research and brand strategy. For more on how we guided Flyover’s brand transition, see the Flyover research & strategy case study.

Project goals
  • Refresh the visual identity without losing brand recognition
  • Embed the Flyover personality into all brand elements and touch points
  • Build a high-converting, easy-to-manage website
  • Improve the customer experience and support the team’s day-to-day needs

01
Visual identity & direction

Flyover’s refreshed visual identity strikes a balance between familiarity and sophistication. The curved logo was subtly refined, and the iconic pink hue remained — softened slightly for a more premium feel.

Collaborating with photographer Alana Dimou, we directed a photoshoot that captured Flyover’s flavour-packed dishes using clean compositions and vibrant, direct lighting. These photos became a key driver of engagement and online booking.

02
Copywriting & content design

We worked with founder Gunjan’s original voice — refining her vivid language and placing it in key touch points. Descriptions like '48-hour cooked black daal with a luscious, silky texture' and 'spiced cocktails infused with fresh ginger and chai' brought the experience to life, offering a rich, mouthwatering preview of what’s to come.

We also redesigned the printed menus to make unfamiliar dishes feel approachable and easier for staff to talk through with customers.

03
Website UX & content strategy

We redesigned the website with two goals:

  • Reflect Flyover’s new identity, offering and market positioning
  • Make it clearer and easier for customers to book

Research showed that many customers didn’t know about the upstairs dining area. So we added a section to highlight the full space — including access details. Clear calls-to-action like Book a Table and links to Uber Eats helped guide customers, no matter how they wanted to engage.

The site was designed with a mobile-first mindset, balancing editorial richness with fast load times and clear pathways to action.

04
Web development & performance

We built the website in Webflow. An editable menu lets staff make quick updates, keeping the offering fresh without developer input. The result is a seamless digital extension of the restaurant —welcoming, confident and distinctly Flyover.

Google Lighthouse scores 97/100 for desktop and 69/100 for mobile.

Project impact

After launching the new brand and website, Flyover saw a 100% increase in sales. Weekend bookings doubled. Corporate catering enquiries grew. And the brand began showing up in all the exciting places — from collaborations with Kylie Kwong to features in Powerhouse Museum exhibitions. Even Billie Eilish picked Flyover while on tour in Sydney.

Most importantly, customers now understood what Flyover stood for — and felt proud to support and bring others along for the experience.

Key takeaway
  • A strong brand identity builds trust and helps customers connect
  • Clear UX and messaging drive real business results
  • You don’t need to change everything — just clarify what’s already great
Our services
  • Brand identity refresh & creative direction
  • Photography art direction & styling
  • Copywriting & content design
  • UX design & Webflow development

Note: This design phase was built on the foundation of audience research and brand strategy. For more on how we guided Flyover’s brand transition, see the Flyover research & strategy case study.

Credits

Photos: Flyover / Alana Dimou

Case study presentation visuals by Mayu Ashizawa. Mayu is a Sydney-based graphic designer originally from Tokyo. She brings a sharp eye for aesthetics and strong problem-solving skills to the team at ReCo Digital. She creates visuals that bring a sense of joy and are thoughtfully tailored to suit the project’s goals and audience. Connect with Mayu on Linkedin.

Pitch decks
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