Zama

Bondi Rd is a fast growing foodie scene in the eastern edge of Bondi Beach. 

Home to Totti’s, The Corner House and Carbon, the last few years have seen many acclaimed names pop up in this enviable side of Sydney. 

Zama is the newest name in the Bondi Rd scene. A bar/restaurant with an exotic Latin American feel, Zama is an innovative foodie sensation adding undeniable value to Bondi locals. 

Zama, meaning ‘Dawning of the sun’ or ‘Sunrise’, was created with a vision to deliver an Argentinian asado venue in the heart of Bondi. A place inspired by Tulum - its culture, history and its jungle aesthetic, merging a relaxed restaurant-feel with the enticing allure of a late-night cocktail bar. It is a place full of flavours, recipes and cultures, a blend of seasonality and exotic experiences. 

TOAST was engaged by their team to ideate the brand behind this vision. Our team was tasked with crafting a place narrative that encapsulated something raw and authentic, a warm, inviting restaurant by the beach with the desirable “Bondi vibe,” whilst staying exotic.

Zama needed to be recognised as a friendly venue, a place to feel good & make friends. We needed to curate a sense of belonging and desire.

Looking at competing restaurants along Bondi Rd and Argentinian steakhouses throughout Sydney, our team understood that Zama needed to focus on the experience - to be aspirational, not just functional, and to stand out in this way. 

Drawing on the cultural history of Tulum and the depth of meaning behind ‘Zama’, we built the Zama brand around this ‘new beginning’ and crafted assets around nature’s four classical elements. Holding endless possibilities and consistently allowing for an essence of discovery, the four elements of Fire, Earth, Air and Water formed the foundation of this brand. Tying in with the unfussy / bohemian chic / Tulum style that formed the brand vision, the four elements bring life to the brand and embody its core values of creating a space that elevates our being and delivers a joyful spark of flavours, experiences and memories. 

Our team crafted the logotype and overall look & feel using this foundation and tying in the namesake sunrise to sunset notion. The contemporary, geometric custom typography of the logotype draws on the four classical elements of earth, water, air and fire, championing the cultural legacy these elements hold. Tying in with this, Zama’s corporate brand colours feature muted, natural tones from bone and beige through to black; the palette comes alive through the day to night organic colour transition, indicative of the cultural exoticism and elemental exploration underpinning the brand. 

TOAST’s branding suite for Zama was delivered across internal and external collateral including brand guideline documentation, external signage, full website, social media and restaurant collateral.