CHINESE WOK

Wok Express, one of India’s first Chinese cuisine QSRs that had expanded rapidly, wanted to rebrand itself as Chinese Wok – cueing its offering of Chinese food more directly, and retaining the word Wok in its name to reflect its authenticity.

Its rebranding called for a new visual identity – a logo and look that would make a warm connection with the consumer as an affordable and friendly Chinese restaurant. The brand’s identity was built on the colours red, black and yellow – chosen for their instant connection with all things Chinese. We chose the Bungee font for the logo for its bold, very modern look, clearly distinguishing the brand from the Chinese restaurants of a previous generation. This refreshed identity was then carried into other customer-facing elements like the staff uniform, in-store art, store fronts, packaging and menu design. The devil lies in the details, and we made sure smaller visual elements like badges incorporated the new design elements too, thus deepening the brand connect. To make the brand resonate with young audiences, Chinese translations were incorporated into signage, menus and décor – creating an inclusive new argot for the community of Chinese Wok regulars.

Discipline: Design Strategy, Re-Branding, Packaging, Branded Environments, Brand Collaterals