Case study · Retail & food

Friterie: a refined digital experience for a restaurant concept.

A new Melbourne fry house inspired by Belgian tradition needed a website that could introduce the brand and build anticipation before the doors opened.

Sector: Retail & food
Service: Website design and development
Channels: Instagram

Website projectDigital experience

Chef plating fries in a restaurant kitchen.

The challenge

What needed to change.

Friterie is a new Melbourne food concept 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, and positions itself as a premium alternative to typical fast food.

As a brand new business with no customers yet, Friterie needed a website that could introduce the brand, communicate its story and build anticipation before launch. It also had to sit comfortably beside the premium visual identity being developed for the restaurant, so that a customer who saw the packaging and then visited the website met the same brand twice.

Fast food restaurant website design screenshot.

Approach

How the work took shape.

The design direction set out to change how people perceive fries, from fast food to a considered dining experience. We adopted a minimal, luxury inspired aesthetic supported by bold typography, strong logo presence and carefully placed motion and animation, so the website has energy without overwhelming the user.

The aim was to balance modern restaurant website trends with a refined, high end feel that reflected the brand’s positioning as European fry culture brought to Melbourne.

Friterie’s branding was developed by Bellman, covering packaging, signage, menus and in store assets. Rather than reinterpret that work, we aligned the website closely with it, so the digital presence would be established ahead of the restaurant’s opening in early 2026 and feel like part of the same identity from the first visit.

Functionally, the website was designed to support discovery and engagement in the lead up to launch, with content that would stay fresh without constant manual updating.

Fast food restaurant mobile website design.

The shift

Treating fries as a considered dish, not fast food, set the standard for every design decision.

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The work

The work, up close.

The finished website is modern and visually distinctive, and it establishes Friterie as a premium food destination rather than a traditional fast food offering. Bold type and generous space give the logo room to work, and motion is used sparingly, so each animation draws attention to the food rather than to itself.

Instagram feeds are integrated directly into the website, so visitors can view real time updates, food imagery and brand activity without leaving the experience. That keeps the content fresh while supporting social proof and ongoing engagement leading up to launch, and it helps attract customers actively looking for new dining experiences in Melbourne.

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 gives customers a cohesive journey across online and in store touchpoints.

It now serves as the central hub for brand discovery, introducing Friterie to the market and supporting awareness as the restaurant prepares to open its doors.

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