Creating a multifunctional culinary and cultural destination from the ground up within a historic Toronto landmark.
Modern urban spaces require adaptable environments that bridge the gap between gastronomy, culture, and community.
Convivium set out to establish a high-quality restaurant within the historic Tin & Copper Smiths Building—a 160-year-old landmark in Toronto where the city’s first issue of the Evening Star was printed. While the initial idea focused on elevated European dining, the location and its rich story offered a larger foundation: a space that could serve not just as a dining room, but as a social anchor and creative hub.
The primary strategic challenge was creating a brand from scratch that could honor the deep heritage of the site while speaking to modern urban life. Convivium needed a clear positioning and identity capable of seamlessly integrating fine dining, collaborative workspaces, art-driven salons, and digital engagement into a unified, holistic guest experience.
Building a holistic culinary destination where food, art, and media naturally intersect.
To define Convivium as a living community platform, Mildberry built a layered brand strategy, visual language, spatial direction, and digital presence grounded in local heritage, classic craftsmanship, and shared connection.
We created a brand platform that expanded the venture beyond a standard restaurant model into a multifunctional cultural ecosystem. Anchored at the intersection of gastronomy, art, and media, the strategy established a foundation for a space designed to accommodate everything from weekday lunches to private events and creative salons.
The identity draws from the Arts and Crafts movement, specifically the work of William Morris whose era coincided with the building’s construction. We wove floral motifs into the visual identity, paired with an earthy, understated color palette and refined typography. The new logo modernizes Toronto’s coat of arms, reinterpreting its three iconic animals as symbols of gathering and strength.
We translated the brand philosophy into spatial direction and interactive digital touchpoints. Grounded in warmth and sophistication, both the physical environment and digital experience invite guests to explore, engage, and connect with the community long before and after their meal. This holistic approach established a magnetic destination designed to shape, rather than merely reflect, contemporary urban culture.
A living cultural anchor that breathes new life into a historic Toronto landmark.
Opened in 2025, Convivium successfully bridges the gap between heritage and modern urban living. Mildberry brought clarity and cohesion to a complex vision, establishing a distinct brand identity that defines the space as a thriving community hub.
By integrating food, creativity, and conversation, Convivium has established itself as a magnetic platform for connection. It marks an enduring new chapter for the historic Tin & Copper Smiths Building, honoring its past while actively shaping Toronto's contemporary culinary landscape.
