Kung Po is Asian street food. This project combines experiences and dreams with Asian traditions and Western multiculturalism.
Although the restaurant had unique dishes and offerings, the communication used the same style of other Asian restaurants, and the visual image was vague and unrecognizable. Also the father of the brand, the chef, wanted to use the image of a bear in the brand identity. The image of the bear had to have the freedom and sincerity inherent in the spirit of the place.
To see where to start, I turned to the phenomenon of Asian street food in America and Europe. The Western consumer also contributed to the taste and appearance of Asian food. It became less spicy, more colorful in appearance, but remained quite cheap. Hence the decision to be inspired by the traditional graphics of different Asian countries, which share a deep connection with Buddhist culture. And then to complement and update the visual style with elements of Western street culture.
Although the restaurant had unique dishes and offerings, the communication used the same style of other Asian restaurants, and the visual image was vague and unrecognizable. Also the father of the brand, the chef, wanted to use the image of a bear in the brand identity. The image of the bear had to have the freedom and sincerity inherent in the spirit of the place.
To see where to start, I turned to the phenomenon of Asian street food in America and Europe. The Western consumer also contributed to the taste and appearance of Asian food. It became less spicy, more colorful in appearance, but remained quite cheap. Hence the decision to be inspired by the traditional graphics of different Asian countries, which share a deep connection with Buddhist culture. And then to complement and update the visual style with elements of Western street culture.
The inspiration for the inscription logo, which is also the basis for the pattern, was the Kammavaca.
The Kammavaca is a highly decorative type of Buddhist manuscript usually commissioned by secular members of society and is an important cultural symbol. I took the graphic system of the handwritten script of the Kammavaca scroll and Latinized it for the logo, making it more modern and contrasting.
The Kammavaca is a highly decorative type of Buddhist manuscript usually commissioned by secular members of society and is an important cultural symbol. I took the graphic system of the handwritten script of the Kammavaca scroll and Latinized it for the logo, making it more modern and contrasting.
The logo is also an element of the pattern. Thus, typography is the basis of the design system. For authentic and empathic communication, illustrations are used as decorative elements and a sticker pack for package customization. This allows the staff to realize their creative potential, making the packaging unique with each order. The main character in the illustrations is Po Bear, the mascot of the Kung Po team. Po knows how to achieve nirvana with good food, even in a big, noisy city. To modernize the identity and connect it with street culture, a contrasting minimalist combination of black, white and red-orange colors was used. A typographic pattern is used as the texture component.
Kung Po is part of the urban culture and identity should integrate into the urban environment naturally. For this purpose, stickers and branded tape are used and the design becomes varied.
