Challenge:
A fast growing, fast casual restaurant franchise founder developed an usual brief:

I need to visualize the chaotic energy of Asian street cafés, mixed with a legend of a tin drummer influenced by the music of 80’s new wave musician David Sylvian.

The eclectic and visionary founder needed a brand identity system that could build equity, trust and stability over time but also be flexible enough to differentiate the brand through a mosaic of culture references. He needed more than a new logo – he needed a system.

Fixed asset: The logo is rich with meaning, depicting a range from chopticks to drum sticks.

Solution:
Our SoWhat Approach was used to create a very scalable system which was used across the brand experience including its website, app, the restaurant's interior design, brand communications, and digital campaigns.

The solution has been quite successful leading to over 10x growth after the rebrand.

Website overview

Apparel

Menu in newspaper format

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Tin Drum Visual Identity Guidelines (VIS)