Expanding your Brand: The Role of Branding in Interior Design

Image Credit: Minded Studio. Click here to see our end-to-end solution for Melbourne Wine Bar "Pearl"

In the competitive landscape of modern hospitality and retail, branding has transcended the mere use of logos and colours. The essence of branding now extends into the very fabric of interior design, where it shapes not only the visual but also the sensory and experiential aspects of a space. 

When it comes to representing your brand throughout your venue's interior, it's about creating an environment that reflects the identity, values and personality of your entire venture. The way signage, menu, plating and an interior are designed can not only influence how customers perceive and interact with a brand, but also be the deciding factor whether a brand is to be trusted, loved and ultimately successful. 

Fine dining - When bigger isn't necessarily always better 

The type of venue sets the tone for how your brand should be expressed. A luxury restaurant, for example, often opts for a more understated brand presence. Here, the design elements—like plush seating, dim lighting, and elegant decor - exude sophistication. The goal is to create an atmosphere of exclusivity, where the brand is felt more than seen. This kind of branding is about subtlety, where every detail is carefully curated to convey a sense of refinement and luxury. A venue that we at Minded Studio have seen that has done this well is Ester in Sydney. Known for its seasonal menu and sophisticated but minimal interior, Ester’s facade is understated, featuring a rendered wall and a small metal laser-cut sign no more than a ruler’s length. With this we are given the impression of confidence. You know Ester, and she sure knows you.

Image credit: The Hungry Wolf 

Social Dining - When it calls to be loud and proud 

In contrast, a lively cafe that caters to a younger, more energetic crowd might take a bolder approach. Bright colours, eclectic furniture, and playful artwork can help create a space that feels dynamic and inviting. The brand here is more outgoing, with a design that encourages interaction and creativity. It’s all about matching the brand's personality to the type of experience you want your customers to have.

A venue in which this works well is Melbourne's Hawker Hall, opting to create more of a bustling precinct vibe, reminiscent of Hawker eateries found throughout Southeast Asia. The graphic overlay is big, bold, neon and large, in keeping with the entire concept of the space. Their iconic 'Forever Independent' Sign acts as a secondary brandmark that makes the values of the venue super clear.

Whether your venue is a quiet retreat or a bustling hotspot, the design should reflect and enhance the brand's identity. A well-executed brand presence in interior design creates an environment that feels authentic and intentional, letting you know that this space wasn't just created – but curated – and it has a heart. 

It's not all about the logo: 

Branding in interior design isn’t limited to logos and graphics. To create a truly immersive brand experience, it’s important to think about how the brand can be communicated through other aspects of the design—engaging all the senses and extending to the interactions customers have with staff.

Staff Tone of Voice: The way your staff communicates with customers is a direct reflection of your brand. In a luxury hotel, staff might use a polished, formal tone that matches the refined environment. In a casual cafe, the tone might be more friendly and casual, creating a relaxed and welcoming atmosphere. Training staff to embody the brand’s personality is essential to maintaining a consistent brand experience, and also add trust to what your brand is putting out there.

Engaging the Five Senses:

• Sight: Beyond logos, the overall visual design—colours, lighting, and decor—should align with the brand. If you are starting your venue design with just a logo, consider developing this further by pinpointing your brand's values, a style guide and even workshopping a brand strategy. This will ensure your interior flows within the same vein. 

• Sound: Music and ambient sounds play a big role in setting the mood. A quiet, sophisticated restaurant might have soft background music, while a lively retail space might feature upbeat, energetic tunes. If you have a bar maybe your brand would suit a live DJ. Sound and Acoustics can really add another layer of personality. 

• Smell: Scent is not only the strongest sense when it comes to memory creation, but a powerful branding tool. A signature fragrance in a hotel or a curated scent beyond that of your F&B offering can really strengthen your entire brand presence. A venue that we at Minded Studio have seen this done exceptionally well is Hopper Joint in Melbourne. Boasting some of the best Sri Lankan food the city has to offer, the first impression as you enter is not just the incredible smell of the cuisine but also the recreated scent of street spices and incense that really makes you feel like you've just touched down on the tarmac in Colombo. 

• Touch: The textures and materials used in the space also convey the brand’s identity. Think of the luxurious feel of velvet seating in an upscale lounge or the rustic charm of wooden tables in a farmhouse-style restaurant.

• Taste: In food and beverage venues, the menu and its presentation are direct reflections of the brand. A fine dining restaurant might offer a carefully curated tasting menu, while a casual eatery might focus on comfort food with a creative twist.

Extensions of your brand: Brand taglines and graphic monograms can be effectively incorporated into signage and additional graphics within an interior to reinforce brand presence and identity. By strategically placing these elements throughout the space—whether on walls, menus, or directional signs—they act as constant reminders of the brand’s core message and visual identity. 

Image Credit: Billy Club via Print.Mag

Big things can come in small packages

There is power in the packaging of not only retail offerings but also takeaway boxes and even plating on the table. Display elements can play a pivotal role in enhancing the overall interior design. These small details within the space can serve as notable pieces of interior styling, creating a cohesive visual narrative that strengthens brand presence, particularly in the quick service sector. When designed with care, these components not only enhance the aesthetic of the space but also reinforce brand identity through consistent design cues. This thoughtful integration of branding into every aspect of the interior helps build trust and recognition, and leaves a lasting impression on not only diners but also passersby. Breakfast at Tiffany's wouldn't be Breakfast at Tiffany's without the window shopping!

Wrapping Up 

Branding through interior design is about more than just visual identity—it’s about creating an experience that resonates with customers. The type of venue guides how bold or subtle the branding should be, while graphics and signage need to be thoughtfully integrated into the design. Beyond logos and graphics, the brand’s identity should be communicated through the tone of voice of staff, the engagement of the five senses and collateral elements throughout the interior. 

By considering these elements, designers can craft spaces that not only reflect the brand’s identity but also enhance the overall customer experience. A well-branded interior design creates environments that are memorable, meaningful, and successful.