MAGMA
Capturing the intensity of cooking with fire
THE CHALLENGE
Renowned chef Dany Karam was launching a new signature restaurant at Cabravale Club Resort as part of its redevelopment and relaunch.The venue was to be positioned as a premium dining destination and a standalone brand in its own right. With a focus on carefully sourced, premium meats and a refined yet elemental approach to cooking with fire, Karam set out to bring CBD-level fine dining to Western Sydney.
We were engaged to create the restaurant’s brand - including the name and identity - translating his culinary vision into a launch-ready concept.
THE SOLUTION
Inspired by the raw energy of fire, we developed the name Magma and a brand identity that flows seamlessly from graphic and spatial design through to menus, table settings and content.Drawing on the visual drama of flame, smoke, charcoal, molten textures and caramelisation, the identity reflects the theatre and atmosphere of fire-led cooking. Warm, organic graphics and natural textures express Magma’s focus on fresh, locally sourced produce and simple techniques that elevate natural flavour.
Luxurious, tactile materials throughout the venue create a distinctive and welcoming dining environment, with décor elements unified by bespoke illustrations and the crafted Magma wordmark, which is elevated across roll-out as a unique mark of quality.
We also supported brand storytelling, launch strategy and content creation, articulating Magma’s focus on craft and specialist fine-dining techniques.
