Peanut Butter Jelly Logo

Experience Design Strategy

/ Peanut Butter Jelly


Sydney is spoilt for choice when it comes to food, whether it be a casual affair or a fine dining experience. This makes opening a new restaurant a challenge, especially when your average ‘foodie’ has seen it all. Enter Peanut Butter Jelly established Oct 2018.


Realising there was a gap in the market, we partnered with leading Sydney based restaurateur Adam Cheers, to create a new restaurant experience that challenged the status quo.

/ Approach

We defined the Sydney restaurant landscape – identifying the gaps, types of audiences and existing experiences available. Then, collaborating with the best in the industry, we set out to create one of the most exclusive and unique dining experiences in Australia where global street art and culture meet. We embarked upon a full end-to-end concept design, development and customer journey. From the look and feel of the entire brand experience in restaurant and online, to crafting a unique brand position – every single aspect of Peanut Butter Jelly was carefully scrutinised and considered.

/ Art

We collaborated with world renowned street artists to transform the restaurant walls into urban spaces with their bespoke works, allowing Sydney-siders and visitors to immerse themselves into their world. Artists included;

/ MISTER CARTOON - Los Angeles

Born and raised in Los Angeles, he began his career as a graffiti artist before branching into murals, album covers, logos and now most famously known for his tattoos. He’s partnered with huge brands the likes of Microsoft, Nike, Vans, Stussy and Harley-Davidson and has tattooed global music artists such as Beyonce, Justin Beiber and Rihanna.

/ MADSTEEZ - New York

A unique character known for his vivid, large-scale, multi-layered paintings, where strange and familiar figures are integrated into abstract landscapes. He’s held solo exhibitions in New York, Los Angeles and Tokyo as well as group showings all over the world. He’s worked oncountless collaborations with giant global brands like Nike, BMW, Ben Sherman, Red Bull, Honda, Volkswagen and Rip Curl just to name a few.

/ USUGROW - Tokyo

His art journey began with creating flyers for underground music scenes. He’s since designed album covers/merchandise for various brands from diverse genres, as well as collaborating with skateboard and fashion brands. He currently works on illustration, painting and calligraphy as well as live painting and three-dimensional art.

/ MAYONAIZE - Melbourne

A contemporary fine artist specialising in a unique calligraphy script style of lettering, as well as a highly sought after tattoo artist. Graffiti has been a major influence on his eclectic oeuvre, creating a well established profile within the Melbourne street-art scene. His pieces are distinctive for his deliberate handwork and swift, yet precise execution of a complex and elaborate style of monochromatic text.

/ PHIBS - Sydney

One of the most respected and renowned names in Australian graffiti/street art. His public art works are prolific in Melbourne and Sydney. He signifies the symbiotic, engaging the urban with the organic. Producing works across a vast variety of mediums and consistently reflecting his own unique realms of symbolism, multiculturalism and mythology.

His distinctive style has attracted numerous major brands/publications, and several of his works have been acquired by the National Gallery of Australia for its permanent collection.

/ RONE - Melbourne

Beauty and decay runs through Rone’s creations, a street artist known for haunting, stylised women’s faces. His female inspired artworks, located all over the world in various states of decay, can be seen peering out from beneath overpasses and emblazoned on walls. He’s learnt to appreciate the unexpected beauty that arises with his art being gradually worn away by natural and human elements.

Having played an integral part in spearheading Melbourne’s fledgling street art movement in the early 2000s, he is now a celebrated fixture on the international street art scene.

/ Food

Working closely with our talented chefs, we experimented with unique combinations until we curated a menu of worldly street dishes with explosive flavours - all artworks in themselves, and designed to be shared. Our delectable delights are infused with cultural flavour combinations from South East Asia, North, Central and South America as well as the Caribbean, all featuring a unique Peanut Butter Jelly twist.

/ Cocktails

Our ingenious mixologists designed sensationally delicious signature cocktails, as well as reinvigorated some old favourites. Like our food, our flavourful cocktails come with a Peanut Butter Jelly twist, and are artistically constructed to look incredible, complementing the vibe of the restaurant.

/ Outcome

We designed, validated, managed and marketed a new concept that merged amazing food and drinks, with a creative atmosphere, for a progressive dining experience. Through careful, strategic planning and execution we:

  • Successfully created hype around the brand, resulting in 4 months of fully booked weekends before it had even opened its doors
  • Created a brand and dining experience so culturally on point, that it has penetrated the market – tapping into people’s creative and aspirational triggers – becoming known as the place to be seen at, less than 6 months after opening to the public

To experience what Peanut Butter Jelly is all about,
we recommend you try it out for yourself,