3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




Known as the leader in luxury accommodation experiences, The Ritz-Carlton is one of the most prestigious brands in the world. In collaboration with key stakeholders from The Ritz-Carlton, Melbourne, Marriott International ANZP and the Marriott International Luxury Brands Asia Pacific Team, 3 Deep were commissioned to create an inspiring, meaningful and tangible brand positioning for The Ritz-Carlton, Melbourne along with the positioning and identity of all supporting food and beverage assets.

Prior to positioning the property, 3 Deep were commissioned to undertake a comprehensive luxury market analysis which included a detailed survey of The Ritz-Carlton, Melbourne’s competitor and peer set, their unique selling points and opportunities for competitive advantage. Furthermore, the analysis identified the current and future target markets, while detailing a host of global and domestic trends influencing the future of luxury retail, travel and hospitality.

With many local and international competitors failing to coherently position their brands within Melbourne’s unique cultural and commercial landscape, it was vital that we first worked with our client to understand the melting pot of traditions, memories and cultures that made Melbourne unique, prior to establishing the positioning, themes and supporting scenography required to bring the property life.

As the cultural & culinary capital of Australia, Melbourne is a city obsessed with quality and experience. As such, 3 Deep were commissioned to undertake the positioning, naming, creative direction and production for all food and beverage assets within the property including the Hotel’s signature restaurant, Atria and destination cocktail lounge, Cameo.

Presenting an honest and imaginative expression of the region, Atria honours sustainable harvesters, growers, graziers and fishermen through a respectful connection to place and a considered understanding of the seasons.

Located on Level 80 and steeped in ceremony and imagination, Cameo is an intimate and luxurious destination that invites discovery through an inspired showcase of exceptional spits, rare vintages and the art of mixology.

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