The Rebel Company
Salters Render
Case Study

The Sheraton, Nur-Sultan

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We helped The Sheraton Nur-Sultan to create two distinctly different locally-inspired restaurants.

The scope included full concept creation, menu development and guest experience, as well as creative direction across other aspects of the project including uniform, signage, music, serviceware and launch PR.


Salter’s is a modern steakhouse concept catering to a meat-centric local audience equally well to the Asian, American and European business traveller audience that are seeking familiarity with a touch of local relevance.

The majority of the menu is served by weight, which is commonly how vodka is ordered in the country and therefore the name emerged in honour of George Salter, who invented the domestic weighing scale as we know it today.

The identity is classy and refined without being unapproachable, talking elements of the traditional detailing of weights and measures, carried through to a variety of parentheses. Fonts are clean, and classic but in no way dated. The colour palette references the interior detailing which includes leather upholstery and a sumptuous vibe.

Download the concept presentation here.


The visual identity for Emiliya came from a conceptual direction that centred on a bright, breezy and relaxed all day dining room that caters to breakfast, brunch, coffee, lunch and dinner plus the need to host private events and break out lunches for corporate events within the property.

We responded with a slightly feminine but not overt identity that combines free-flowing illustrative elements evoking the famous steps of Kazakhstan, with a hand drawn logo, causal typographic treatment and concise, engaging copy.

Download the concept presentation here.

Ed Francis
Strategy Director
Ed Francis
Creative Director
Design Director
Culinary Development
Drinks Development and Training
Design and Concept Consultancy