Case study / Friterie / Website
Friterie – A refined digital experience for a new restaurant concept
Friterie is a new Melbourne food concept inspired by traditional Belgian fry houses, built around doing one thing exceptionally well – proper fries
Using fresh organic Australian potatoes, hand-cut daily and twice-cooked in 100% grass-fed beef tallow, the brand focuses on quality, simplicity, and craftsmanship. Positioned as a premium alternative to typical fast food, Friterie brings European fry culture to Melbourne with a modern, design-led identity.
With branding developed by Bellman, including packaging, signage, menus, and in-store assets, the website played a key role in establishing the brand’s digital presence ahead of the restaurant’s opening in early 2026.
The Approach
As this was a brand-new business, the website needed to introduce the brand, communicate its story, and build anticipation before launch while aligning closely with the premium visual identity created by the Bellman team.
The design direction focused on elevating the perception of fries from fast food to a considered dining experience. To achieve this, we adopted a minimal, luxury-inspired aesthetic supported by bold typography, strong logo presence, and carefully placed motion and animation to create energy without overwhelming the user experience. The goal was to balance modern restaurant website trends with a refined, high-end feel that reflected the brand’s positioning.
From a functionality perspective, the website was designed to support discovery and engagement. Instagram feeds were integrated directly into the site, allowing visitors to view real-time updates, food imagery, and brand activity without leaving the experience. This helps maintain freshness in content while supporting social proof and ongoing engagement leading up to launch.
The Outcome
The result is a modern, visually distinctive website that establishes Friterie as a premium food destination rather than a traditional fast-food offering. The digital experience reinforces the brand’s craftsmanship, quality ingredients, and European inspiration while creating excitement ahead of opening.
By aligning closely with the brand identity and focusing on strong visual storytelling, the website provides a cohesive customer journey across online and in-store touchpoints. Integrated social content ensures the site remains dynamic and up to date, and attract customers actively looking for new dining experiences in Melbourne.
The website now serves as a central hub for brand discovery, helping introduce Friterie to the market and supporting awareness as the restaurant prepares to open its doors.
