Agency X

What Agency X does

Agency X is the design, creative, and partnership engine of Locavore Group, a hospitality company headquartered in Ubud, Bali, Indonesia. The firm operates three interlocking business lines: (1) licensing its portfolio of eight established restaurant and bar brands (Nusantara, Club Soda, Night Rooster, Peggy's Brass Knuckles, Herbivore, Locavore To Go, Local Parts, plus the Locavore NXT immersive venue) to third-party operators globally in exchange for licensing fees and royalties; (2) delivering bespoke design services — covering concept development, branding, interior design, culinary and beverage programs, art curation, music programming, team attire, and servingware — directly to hotel groups, luxury brands, and property developers; and (3) directly operating venues within the Locavore Group portfolio, which serves as the proving ground and talent incubator for new concepts. The company employs 200+ people across diverse nationalities and serves an enterprise client base that includes Marriott International's Luxury Collection (KARV), Banyan Group, John Hardy, and 4P's.

The underlying technology is experience-driven hospitality design and culinary development rather than software. Differentiators include Michelin-caliber culinary and mixology talent, an integrated F&B experience design methodology spanning concept through servingware, and a sustainable regenerative design philosophy that earned the firm the 2025 Sustainable Restaurant Award from Asia's Best 50 Restaurants and the International Ethical & Sustainable Award from La Liste. Black Hand Gang, an internal print and art advisory studio collaborating with artists across Asia Pacific, is bundled into the design offering.

Agency X monetizes through professional services fees on custom design engagements, ongoing licensing royalties from brand licensees who fund, build, and operate venues under Agency X's quality oversight, and managed-services revenue from directly operated Locavore Group venues. Pricing is quote-based and not publicly disclosed. Go-to-market combines organic social (Instagram, LinkedIn), content marketing through website case studies, and an enquiry-driven enterprise sales motion targeting hotels, resorts, property developers, and F&B franchisees/licensees across Southeast Asia and, increasingly, globally.

Name

Agency X

Website

https://axcreate.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Agency X is Locavore Group's Bali-based design, creative, and licensing engine, developing and licensing award-winning restaurant and bar brands and delivering bespoke F&B design services to hotel groups, developers, and operators globally.

Ownership category

akta.pro rank

Product category

Hospitality Design & F&B Brand Licensing

NAICS

Interior Design Services (54141), Graphic Design Services (54143), Industrial Design Services (541420)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Interior Design Services (BPAHAKAB)

akta.pro secondary industries

Industrial/Product & Furniture Design (BPAHAKAM), Packaging & Brand Identity Creative Agencies (MPAAAAAN)

Keywords

• Hospitality design services
• Restaurant brand licensing
• F&B concept development
• Venue interior design
• Culinary consultancy services

Headquarters

HQ city

Ubud, Bali

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Brand Licensing: Licensing established restaurant and bar brands to operators globally. Provides speed to market with proven concepts, branding, menus, and training support. Ongoing support includes continuous refresh of menus, content, and guest experiences.
2. Custom Design Services: Bespoke design solutions for new F&B venues including concept development, branding, interior design, culinary and beverage programs, OS&E, team attire, and management partnerships.
3. Venue Operations: Direct operation of their own restaurant and bar concepts within the Locavore Group portfolio.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Agency X designs, develops, and licenses restaurant and bar concepts for the global hospitality industry. The company provides full-service F&B design solutions covering concept creation, brand identity, interior spatial design, culinary and beverage programming, art curation, music programming, menus, team attire, and servingware. They also license a portfolio of proven, award-winning F&B brands (Nusantara, Club Soda, Night Rooster, Peggy's Brass Knuckles, Herbivore, Locavore To Go, Local Parts) to operators worldwide with turnkey support, training, and ongoing concept refresh.

Product overview

Agency X is Locavore Group's design, creative and partnership engine offering a portfolio of owned/licensed restaurant and bar brands plus professional design services. The portfolio includes Nusantara (contemporary Indonesian cuisine), Club Soda (craft cocktail bar with East-Asian cuisine), Night Rooster (folklore-inspired cocktail bar), Peggy's Brass Knuckles (gastropub with grocery), Herbivore (plant-based fine dining), Locavore To Go (casual cafe), and Local Parts (butcher shop). The company also provides comprehensive design services spanning strategic planning, brand identity, interior design, culinary development, art curation, music programming, and F&B licensing solutions. All brands are battle-tested, guest-approved, and market-ready for licensing globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Licensing Services Turnkey F&B licensing service that grants licensees rights to operate established, market-ready restaurant and bar brands under Agency X's portfolio (Nusantara, Club Soda, Night Rooster, Peggy's Brass Knuckles, Herbivore, Locavore To Go, Local Parts). Includes brand name, concept, menu, branding, design package, training, and ongoing quality oversight and concept refresh.
• Design Services Comprehensive bespoke design service covering strategic planning, brand identity, culinary and beverage program development, spatial/interior design, interactive technology integration, art curation, music and AV programming, menus and collateral, team attire, and servingware design. Targeted at hotel groups, luxury brands, and property developers building new specialty F&B venues.
• Nusantara Licensed restaurant brand offering authentic Indonesian cuisine reimagined in a contemporary style, serving traditional dishes from around the Indonesian archipelago. Originated in Ubud, Bali (2017) with creative brand identity, designer uniforms, and creative serving presentations.
• Club Soda Licensed craft cocktail bar brand combining postmodern interior design with East-Asia derived cuisine, high-fidelity music programming, and craft cocktails. Originated in Canggu, Bali (2022), with a second location launched in Jakarta in Q1 2024.
• Night Rooster Licensed specialty cocktail bar brand steeped in the folklore and local ingredients of the region. Features craft cocktails, creative small-plate kitchen, and immersive interior experience. Originated in Ubud, Bali in 2016, featured in Asia 50 Best Bars Discovery and Tatler Best Asia 100 Bar.
• Peggy's Brass Knuckles Licensed gastropub-style restaurant brand combining a proper sit-down restaurant, grocery shop, craft beer tap wall bar, and butcher shop under one roof. Originated in Jakarta in 2024.
• Herbivore Licensed plant-based fine dining restaurant brand offering an innovative tasting menu built exclusively on local plant ingredients. Originated in Ubud, Bali in 2023, positioned to rival the best of fine dining.
• Locavore To Go Licensed casual cafe brand offering craft sandwiches, burgers, coffee, bakery items, and a grocer, with a farm-to-table philosophy. Originated in Ubud, Bali in 2015 under Locavore Group.
• Local Parts Licensed neighborhood butcher brand specializing in whole-animal butchery and ethically sourced organic meats with a nose-to-tail philosophy. Originated in Ubud, Bali in 2017.
• Locavore NXT Owned and operated immersive culinary venue in Bali functioning as an award-winning concept restaurant, bar, mushroom chamber, food forest, fermentation kitchen, canteen, design store, and boutique hotel. Showcases Agency X and Locavore Group's regenerative design philosophy and serves as a flagship demonstration concept.
• Black Hand Gang Agency X's internal print and art advisory sub-brand offering bespoke art consultancy, commissioned works, and multi-medium production, collaborating with artists across the Asia-Pacific region. Integral to Agency X's venue design services for artwork programs.

Quantifiable outcome

• Sustainable Restaurant award 2025 in Asia's Best 50 Restaurants
• +4 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Locavore GroupcoreStrategic or Co-development PartnerAgency X is Locavore Group's internal design, creative and partnership engine. Locavore Group is the parent company that runs award-winning restaurants and bars including Locavore NXT, Nusantara, Club Soda, Peggy's Brass Knuckles, Night Rooster, Herbivore, and others.
• Black Hand GangcoreStrategic or Co-development PartnerAgency X's internal print and art advisory studio that provides bespoke consultancy, commissioned works, and multi-medium production, collaborating with artists across Asia Pacific. Integral to their design services for venue artwork programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Rockwell Group: Major US architecture and design firm with extensive hospitality practice including restaurants, hotels, and entertainment venues. Comparable to Agency X for large-scale hospitality interior design and concept work, though operating at broader scale and not focused exclusively on F&B.
• The Gettys Group: US hospitality design and procurement firm offering interior design, procurement, branding, and operational consulting for hotel and restaurant clients. Comparable to Agency X for their full-service hospitality design offering, though broader in scope across hotel categories.

Direct peers

• The MP Shift: US-based F&B strategy and brand consultancy working with hospitality operators on concept development, brand positioning, and design direction. Comparable to Agency X for their consultancy-led approach to F&B brand development, though more strategy-oriented and less design-execution focused.
• Bompas & Parr: UK-based multidisciplinary design studio specializing in food, drink, and experience design. Comparable to Agency X in their integration of culinary development, brand concept creation, and immersive venue design with a creative consultancy model.
• Straw (UK): UK-based hospitality and F&B design consultancy that develops restaurant concepts, branding, and interior design for operators. Comparable to Agency X in their specialized F&B design focus and concept-to-completion approach.
• Tihany Design: Adam Tihany's eponymous luxury hospitality design firm with deep F&B expertise, working with leading hotel groups (Four Seasons, Mandarin Oriental) and restaurant operators on integrated design concepts. Comparable to Agency X in their luxury hospitality focus and integrated F&B design methodology.
• Parts and Labor Design: US hospitality design and brand strategy firm focused on restaurants, bars, hotels, and nightlife venues. Comparable to Agency X for their integrated brand identity, interior design, and F&B concept development services targeting hospitality operators.
• Studio Munge: Toronto-based interior design firm specializing in hospitality, with deep F&B practice including restaurants, bars, hotels, and nightlife venues. Comparable to Agency X in their end-to-end F&B venue design for luxury hotel groups and hospitality clients.
• AvroKO: US-based hospitality design firm that combines restaurant concept development, brand strategy, interior design, and operational consulting. Like Agency X, they operate a hybrid designer/operator model with award-winning restaurant projects (e.g., The NoMad, Saxon + Parole), making them the most directly comparable peer in the F&B design and licensing space.

Regional players

• Curiosity (Japan): Tokyo-based creative design consultancy with strong F&B and hospitality practice, working across brand identity, interior design, and concept development. Comparable to Agency X for their integrated creative approach to hospitality design, though serving the Japanese market primarily.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/agencyxcreate
• Instagraminstagram.com/agency_x_

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Agency X