Designing Vision with Heart: A Modern Farmhouse Optometry Clinic that Reflects Family, Community, and Care
Client: Zula Wine Bar and Arpa Butcher shop, Edmonton AB
Design Intent
Zula’s new West Block location required more than a refreshed space — it needed an interior that embodied Mediterranean warmth, cultural richness, and heartfelt hospitality. As an evolution of the well-known Sofra brand, the intent was to create an atmosphere that felt instantly welcoming, emotionally grounded, and connected to its culinary heritage.
Working collaboratively with Katrina Walker of Edit Design on the interior, insite also developed the brand identity for Zula, including designing the restaurant’s logo and establishing the visual direction that extends into the adjacent butcher shop. The goal was a cohesive, story-driven brand experience across both spaces.
Design strategy
To ensure Zula’s story was expressed in both the environment and the brand, the design strategy centred on three key pillars:
1. Evoking a Mediterranean Sense of Place
A palette inspired by coastal landscapes—warm woods, organic textures, sea-toned hues, and abundant daylight—creates a calm, sun-washed ambiance. Layered lighting and greenery further enhance a relaxed Mediterranean feel.
2. Creating Human-Centred Dining Zones
The interior layout was carefully organized to support comfort, intimacy, and connection. From softly lit booths to strategically placed seating pockets, each zone encourages lingering, conversation, and a personalized dining experience.
3. Establishing a Unified Brand Ecosystem
With the interior as the backdrop, the branding was designed to reinforce Zula’s story at every touchpoint.
Insite created the Zula wine bar and Arpa butcher shop logos, as well as graphic elements that appear throughout the restaurant, ensuring visual continuity and a strong, recognizable identity. Collaboration with Edit Design ensured that the brand seamlessly integrated with the material palette and spatial experience.
Results
Together, the reimagined Zula restaurant and its connected butcher shop now operate as a unified brand destination:
Guests consistently remark on the warm, inviting atmosphere and the feeling of familiarity within the space.
The refreshed interior greatly enhances the culinary and social experience, supporting repeat visits and longer stays.
The custom logo and brand identity have strengthened Zula’s presence, giving it a clear and memorable position in Edmonton’s dining scene.
Organic customer reviews and social media buzz highlight both the quality of the food and the distinct character of the design, reinforcing the project’s success.
It all began with an idea and a blank space.
Modern meets vintage farmhouse in this sub-urban optometry office. Reflects Dr. Bishop’s prairie ranch family-style aesthetic.
