Flyover: rebrand & website redesign

Our in-depth research uncovered a key customer shift from Flyover’s original takeaway clientele to a new, more experience-driven audience. Through workshops and interviews, we identified two primary customer groups:

1. Passionate Modern Indians.
2. Vegetarians/Flexitarians with a love for Indian flavors

These insights guided our strategy to refocus Flyover’s brand as an “Indian-inspired vegetarian feast” with “big, bold flavours” that capture the essence of India’s street food culture and bring it into a refined dining experience.

Collaborating with founder Gunjan Aylawadi, we redefined Flyover’s brand identity, positioning it as an up-market vegetarian restaurant with deep Indian heritage. The new brand message celebrates Gunjan’s culinary journey, infusing every touchpoint with Flyover’s commitment to vibrant flavours, quality and culture – and their vision of a modern, cool India.

Considering the existing large social following, we retained the familiar brand elements, including the pink hue, the curve in the logo and the quirky illustrations – but refined it with more sophistication to reflect its new offerings.

Flyover’s refreshed visual identity strikes a balance between familiarity and sophistication. The logo was subtly refined, while photography with strong, direct lighting captured the restaurant’s bold, vibrant dishes. Each shot used pink-toned backgrounds to match Flyover’s branding, creating a cohesive and appetising visual appeal.

Our copywriting focused on highlighting the rich, layered experience Flyover offers, with mouthwatering descriptions like ‘48-hour cooked black daal with a luscious, silky texture’ and ‘spiced cocktails infused with fresh ginger and chai.’ The redesigned menu layout was made more approachable and legible, ensuring that even unfamiliar dish names could be quickly understood.

Our website redesign tackled two primary goals: showcasing Flyover’s distinctive brand and maximising conversions.

User research revealed that customers were unaware of the cozy upstairs dining space, which we addressed through dedicated sections that describe Flyover’s dual-level layout, including accessibility features. A consistent “Book a Table” call-to-action throughout the site streamlined the reservation process, while a clear Uber Eats option informed customers of their takeaway choices..

The website, developed on Webflow, is filled with vibrant food imagery and playful design elements that reflect the modern, upmarket dining experience Flyover offers.

We also incorporated an editable menu feature for easy updates, allowing the staff to make changes on a regular basis. The final design warmly invites diners into a trendy, welcoming space that captures the essence of modern India without ever leaving Sydney.

Google Lighthouse scores the site 97/100 on desktop and 69/100 on mobile.