Rātā — Brand Evolution

Rātā needed a rebrand that caught up with what it had already become: a restaurant whose philosophy, food and guest experience had evolved well past its existing identity. Working with owner Fleur Caulton and head chef Friedrich Beloussow, the strategy was built on one principle: reveal, don’t reinvent. The new identity centred on craftsmanship, authenticity plus a deep tie to New Zealand’s landscapes, seasons and producers.

As Creative Director, we led the project end-to-end, including strategy, brand narrative, visual identity, website, creative direction and social rollout, while assembling and leading a wider team across PR, communications and digital experience. The rebrand launched gradually in November 2025, rolling out progressively across menus, interior, website and guest experience, rather than landing all at once, so every touchpoint evolved together as one integrated brand.

In June 2026, Rātā earned its first Michelin Star. The recognition belongs to Fleur, Friedrich and their team, but forming the narrative and identity through that chapter was a privilege.