A Dining Experience with Purpose and Personality
Zula reimagined as a cohesive brand destination—where space, story, and hospitality work in harmony.
Client: Zula Wine Bar + Arpa Butcher Shop
Location: Edmonton, AB
Zula’s new West Block location required more than a refreshed interior—it called for a space that could convey the brand's richness through atmosphere, materiality, and experience. The goal was to create an environment that embodied Mediterranean warmth, cultural depth, and genuine hospitality while evolving the legacy of the well-loved Sofra identity.
The intent was to design a place that feels emotionally resonant and memorable—where guests immediately sense care, authenticity, and character, and where the physical space becomes inseparable from the dining experience itself.
Project Intent
Design Strategy
The design strategy was anchored in three interconnected principles:
1. Evoking a Mediterranean Sense of Place
A palette inspired by coastal landscapes—warm woods, tactile materials, sea-toned hues, and abundant daylight—creates a calm, sun-washed atmosphere. Layered lighting and integrated greenery enhance the sense of warmth and ease.
2. Creating Human-Centred Dining Zones
The layout was carefully composed to support comfort, intimacy, and connection. From softly lit banquettes to strategically placed seating pockets, each zone encourages lingering, conversation, and a more personal dining experience.
3. Establishing a Unified Brand Ecosystem
The interior became the foundation for a cohesive brand expression. Insite developed the Zula and Arpa brand identities, including logos and graphic elements integrated throughout the space, ensuring continuity across signage, environment, and guest touchpoints. Collaboration with Edit Design ensured the brand was seamlessly embedded within the spatial and material experience.
Results
Zula and Arpa now operate as a unified, recognizable brand destination within Edmonton’s dining scene.
Guests consistently remark on the warm, inviting atmosphere and sense of comfort within the space.
The refreshed environment enhances both the culinary and social experience, encouraging longer visits and repeat patronage.
The integrated brand identity strengthens Zula’s market presence, creating a clear and memorable point of distinction.
Organic customer feedback and social engagement continue to highlight the distinct character of the design, reinforcing the project’s success.
