Initial story

The clients are a couple in the middle East who want to open a Chinese restaurant locally. It is hoped that the restaurant can show its own brand personality and give guests a warm feeling of returning home.

Research & Process

Keywords obtained after a 15-30 minute online meeting with clients

• The taste of home

• Happiness

• Affordable

• Comfortable and clean

• High-end experience

• The taste of mother

• Traditional Chinese characters

• Chinese vision

• Instant recognition of Chinese elements

• Chef

• High-end appearance

• Affordable price

• Hainanese chicken rice

• Chicken dishes

Specify requirements

• Brand Style:
  The brand embodies a Chinese style, but the overall design remains simple, elegant, and modern.

• Logo Design:
  The LOGO will feature the word "鳳" to symbolize the feeling of coming home, incorporating elements of Chinese, English, and Arabic.

Deliverables

• Brand Guidelines

• Business Cards

• Logo

• Menu

Solution

In Chinese, there is an idiom "百鳥歸巢" (Bǎi niǎo guī cháo), which means that in autumn, all the birds fly back to their nests to prepare for winter. It is also used to describe people returning to their original homes at certain times. The brand concept and image are derived from the character "鳳" (Phoenix): All birds return to their nests, welcome home.

Brand DNA
The brand spirit after combing: Homing (歸)