Transporting website visitors into a cuisine underground

About the project

Located in Brisbane's central food district of Fortitude Valley, Tartufo offers Naples-inspired food in a remarkable, Balthazar-inspired space. Award-winning Head Chef and owner, Tony Percuoco’s zest for life, attention to detail and philosophy is entrenched into every element of Tartufo.

Live Project
March 2019

Tony sought our help to convey Tartufo online, with the key message to 'Come for a meal, leave with an experience.'

The challenge for us is that when someone enters Tartufo they are truly immersed in a subterranean cuisine underground. Decadence, debauchery, charismatic service, debate, laughter and soft red wattage all culminate to form an experience that is hard to convey on a website.

We looked to bring the brand to life through a number of content, typography and photographic techniques.

The discovery and photography process involved many out of hours visits and meals at Tartufo. By interviewing Tony, we were able to get to know his world, and draw from his family linkages to Naples in the mid-century. We also visited and photographed farms that Tartufo sources produce from across southern Gold Coast and northern New South Wales.

We developed an extensive library of media that we draw from to create an image-heavy online experience as the main form of communication.

When working with a leading Head Chef, it is no surprise that Tony is very time poor. Availability to gain approvals of content and imagery was an understandable challenge. We overcame this through multiple visits and a constant dialogue. We got to know Tony and the business which allowed us to effectively depict the brand through its intended lens. We earnt Tony’s trust and gained autonomy allowing us to push through the content development stage to website launch.  

The result of the project is a strong portrayal of an amazing space and food, local and family connection, altogether comprising a remarkable restaurant. We accept that no website will ever replicate the real experience but are confident we have come close. Since the website’s launch we have been helping Tony and enjoy working with his team as Tartufo continues to evolve.  

Services: Graphic design / Photography / Copywriting / Content development / Website design / Website development / Stakeholder management / Website management

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