"Suosaen" is a new restaurant in Hong Kong run by 5-star hotel chef, Master Ho. He specialises in innovative Cantonese cuisine with a Western influence. The signature dish is its thick noodle soup with chicken broth, prepared with rich and high quality ingredients, They also serve award-winning Taiwanese tea. I was the branding lead and creative director for the entire start-up restaurant project.

From the logo concept, development, brand guide including typography, graphics, colours, look and feel, interior and exterior design of the store, photo shoot direction, digital advertising, social media to the materials for everyday use such as restaurant menu, cutlery, uniform , menu, paper bag and so on. The blue colour is not a common colour choice for the food industry or restaurants. But with the blessing of Hong Kong Feng Shui, the wish with “wave” must be included in the branding. Therefore, the auxiliary graphics have two different types of wave patterns.

Below: The final main logo.

Below: Brandguide (Total of 60 pages)

Below: Logo variations

Below: Menu and Restaurant cards, Coasters