APLHA
Tāmaki Makaurau Auckland

(Hospitality)

A brand identity that reflected the energy and vibrancy of the test kitchen. Alpha, based in the heart of Parnell, was the latest culinary brainchild from the team behind Pasture and Boxer.

Alpha, located in Parnell, Tāmaki Makaurau Auckland, served as the starting point, the epicentre and beating heart of Pasture, Boxer and Alpha. It was the entry point, a place of immersion into the nucleus of the operation. Alpha was centred on the art of discovery, a flexible space that transformed seamlessly from day to night. By day, it offered bread and an eclectic collection of baked goods alongside breakfast and lunch that flowed into the afternoon. By night, it became the heart of Pasture’s test kitchen.

As alpha marks the beginning of the alphabet, it felt fitting to reflect this idea through typography. Magnetised letterforms and bright, graphic shapes radiated and shifted, moving from flurried and energetic to calm and ordered, referencing the energy and life within the space, the ebb and flow and the coming together of different people, cuisines and stories.

Photography Mike Hihson & Alpha