Back in 2016, we were approached by Shanghai-based restaurateur Franck Pecol with the task to re-create the branding and identity of one of his many businesses, burger joint Rachel’s, which had been opened for a year and a half but was yet to reach its full potential.

We then developed the new identity of Rachel's around references of retro American diners and worked with Beijing-based designer Monkey Ben to create the mascot of the restaurant. Our creative output injected a friendly, homey, yet funky vibe into the venue.

We were responsible for the design of all branded items, including menus, coasters, packaging, stickers, staff caps, etc. We also created a huge fresco and window signs to spruce up the interior design.

The new image of Rachel's delighted trendy gourmets and was well-liked on social media. Although Rachel’s has been withdrawn from the market, its unique branding and mouthwatering offerings are still being missed.
Here's to you Monsieur Pecol!