Flyover: Rebrand through customer insights

We began by spending time at Flyover — eating, observing, and listening. Through on-site immersion and collaborative workshops with the founder and team, we surfaced a range of underlying challenges. From how the offering was perceived to how the space and experience aligned with expectations, our role was to hold up a mirror to the evolving business.

This phase allowed the team to see their brand from the outside in. It laid the foundation for strategic decisions — not just in brand direction, but also in streamlining operations and refining the customer journey.

Our approach ensured that Flyover’s rebrand was rooted in real context, not assumptions — aligning with both their vision and the practical realities of the shift.

Collaborating with Gunjan and her team, we curated a focus group of Flyover’s top supporters — from long-time fans and occasional diners to curious locals in Redfern. Through a series of one-on-one interviews, we explored what drew them in, what kept them coming back, and what barriers existed for others.

Two core customer personas emerged, along with a key insight: Flyover’s values and unique story were deeply resonant — but not always clearly communicated. Our research confirmed that the heart of the brand was already strong. It simply needed to be brought to the surface and expressed with greater clarity and confidence.

Flyover challenges the familiar stereotypes of Indian restaurants in Sydney. Its vision is bold, modern, and deeply personal — blending street-food heritage with a fresh, design-forward approach to conscious dining.

Through research, we identified a key strategic opportunity: while Flyover’s food is proudly Indian, its vegetarian offering gave it broader, purpose-led appeal. In Australia, 12.1% of people identify as vegetarian or mostly vegetarian (Roy Morgan), and this number continues to grow. Positioning Flyover as a vegetarian-first brand with deep Indian roots allowed us to frame it as both culturally authentic and highly relevant to modern dining trends.

Gunjan’s personal journey added further depth — her vision of a cool, contemporary India expressed through food, space, and hospitality. This intersection of ethical eating, cultural storytelling, and youthful energy became the foundation of Flyover’s brand personality: vibrant, magnetic and unmistakably itself.

Rather than reinventing the brand, we chose to refresh it. We softened the bold pink, refined the curved logo, and retained the hand-drawn illustrations that customers already loved. The tone of voice — closely tied to Gunjan’s own personality — remained warm and humourous. But the messaging was sharpened, with the brand identity repositioned for greater clarity and confidence.