Situated in the heart of Melbourne's CBD, Reine & La Rue occupies a neo-Gothic cathedral dating back to the 1890s. The landmark building has undergone a thoughtful restoration, preserving its original heritage with gothic detailing, solid limestone walls, vaulted ceilings, and granite columns.

Reine & La Rue, a two-hatted establishment, specialises in French cuisine, offering a range from small bites and entrées to wood-fired meats. The restaurant was also recognised as the AGFG Good Food Guide New Restaurant of the Year 2024.

M35 collaborated with NOMAD GROUP to establish the nomenclature and brand identity for this iconic establishment. Drawing inspiration from the historical epoch of the cathedral, its architectural opulence, and the finesse of French cuisine, the brand identity manifests as a contemporary interpretation of traditional European typography and seals. Comprising a sophisticated word mark and seal, the primary brand language exudes a timeless elegance.

Supplementing this primary identity, a secondary brand language was meticulously crafted, drawing inspiration from 18th and 19th-century book illustrations and designs. The illustrations impart a playful yet refined dimension to the overall brand language, elevating Reine & La Rue and communicating an enduring sophistication.