In this series of weekly articles devoted to the best of…. this time it’s the turn of the best brand creation of the week.
The best brand creation and branding of the week
The best brand creation and branding of the week goes to the studio Yeye Design and its creative branding for the restaurant Chang, a Thai fusion restaurant.
The Mexican studio Yeye Design took on Chang’s challenge of creating a new corporate identity.
The resulting work overflows with energy on all sides.
They’ve made great use of the many resources Thai and Asian culture has to offer.
Colours, figures, shapes, illustrations, concepts.
All of them resources from a culture with very deep roots and a rich religious tradition.
These resources are mixed with more contemporary icons from that same culture and with more contemporary graphic design.
This sharp contrast helps create that sense of an explosion of creative energy that comes through in every element of the resulting branding and corporate identity.
But they’ve managed to stamp their own personality on it, and it isn’t easy to use all these graphic and cultural resources without falling into the vulgarity of mediocre design.
With great judgement they’ve combined every resource at their disposal to arrive at a very fresh result.
Every corporate identity project answers to certain needs and, in this case, an Asian restaurant has to convey freshness and boldness.
Thai cooking isn’t hospital food: it’s bold, spicy, colourful and unapologetic.
And here we have that carried through into a very appealing, fresh restaurant branding.
Everything takes us to a floating market in Bangkok; with restaurant branding like this, all that’s left is to be brave enough to try the dishes.
We really like this project: it’s bold, contemporary and direct.
It has no hang-ups and isn’t ashamed of where it comes from.
A visual explosion for the senses that translates into emotion and feeling.
If we step out of two dimensions and into our own world, the brand work didn’t stop at branding on paper: the restaurant itself was lucky enough to fall victim to this transformation too.
The interior also combines opposing ideas — tradition and the avant-garde — perfectly.
Fresh illustrations on the walls, bold, vivid colours, chairs and tables, all in keeping with the makers’ idea of taking the restaurant a step beyond the ordinary.
Traditional resources delivered with cutting-edge techniques, which is what makes it the best brand creation and branding of the week.
Conclusion:
Taking on the challenge of creating a corporate identity for a restaurant is a big responsibility.
The corporate identity will speak for the restaurant, and it will be aimed at a certain kind of audience, the target audience.
It’s our calling card, and it will be the first barrier that target audience has to want to cross to reach us.
The wrong corporate identity will push away the very clients we want.
