MASONRY.
A new chapter for modern Mediterranean dining group by acclaimed chef Benjamin Cross.
The Brief.
Engaged for a pivotal brand moment: the transition from MASON. to MASONRY., alongside the launch of MASONRY. Japan — the group’s first international restaurant — while sustaining momentum across its popular Bali venues in Canggu and Uluwatu.
The brief required a carefully managed narrative shift: protecting existing brand equity while clearly signalling evolution and global ambition. At the same time, the group sought to maintain visibility in Bali through seasonal storytelling, community engagement, and consistent media presence, ensuring the rebrand strengthened rather than diluted recognition.
A key objective was also to reintroduce MASONRY. to international media through updated imagery, menus, and fact sheets, prompting listing updates and placing the brand back on the radar of influential food, travel, and lifestyle titles worldwide.
The Tactics.
The strategy centred on clarity, continuity, and controlled amplification.
A coordinated communications rollout was developed to support the name transition, anchored by the announcement of MASONRY. Japan in Niseko. This allowed the rebrand to be framed not as a departure, but as a natural progression; same philosophy, same team, expanded horizon.
Seasonal media releases were timed around key travel periods, reinforcing MASONRY.’s presence in Bali while introducing the Japanese opening to international audiences. Media hosting (both local and international) ensured firsthand experience of the brand across locations, supported by influential spokespeople who could articulate the group’s values with credibility.
Parallel to this, updated press materials were distributed globally, including refreshed imagery, menus, and fact sheets. Targeted outreach to editors and listings teams encouraged updates to existing coverage under the new name, effectively resetting awareness while preserving legacy visibility.
Alongside this, groundwork began for a 2026 guest chef series at sister restaurant Bar Vera in Bali, positioning the broader group for continued editorial relevance beyond the initial rebrand and launch phase.
The Results.
The campaign delivered strong national and international coverage, successfully repositioning MASONRY. as a globally minded hospitality group while maintaining momentum across its Bali venues.
High-profile international and regional placements included Travel + Leisure (global and SEA editions), Gourmet Traveller, Vogue Living, Time Out Asia, Tatler Indonesia, Jetsetter, Luxury Escapes, Urban List, Luxe Nomad, Escape, Honeycombers, Business Mirror and Now Travel Asia, alongside extensive travel, lifestyle, and business media coverage across Asia-Pacific, the US, and Australia.
The rebrand was clearly understood by media, listings were updated accordingly, and MASONRY.’s expansion into Japan was positioned as a confident first step onto the international stage, while reinforcing the group’s credibility, longevity, and future-facing direction.
