When James Ward launched Francis, on St Francis Yard in Wan Chai, he and his partners simply adopted part of the street name on which the restaurant was located. Their second restaurant, in Central, was called Francis West.
With their new restaurant Carmela, in Sheung Wan, they had to do a little more work in creative branding and strategy.
“We wanted a one-word name that would align nicely with Francis,” Ward says of the new southern Mediterranean eatery. “It is an old Italian and Spanish name. It is also a nice connection with Asher.”
“In Hebrew, carmela also means garden,” Ward says. “And on Israel’s coastline, on the Mediterranean Sea, you have Mount Carmel, so it’s a nod to that. I think it sounds quite charming and warm.”
Ward needed to give his new venture some thought because the area where Carmela is located is quite different from that of his previous restaurants.
