À POINT STEAK & BAR is a renowned restaurant in Taipei. “À POINT” means perfect doneness of a steak in french. The design relaunch of the brand identity centers on the upgrades of new service content and brand positioning. After analyzing the market competitors nearby, we reposition À POINT from family oriented to a premium, fancy steakhouse. The role of the logo is to reflect the ideas of deliciousness, their premium steak, and their wine. The spirit of the restaurant is mainly displayed by the red organic shape which indicates a cut of steak or a sealed wax of a bottle of wine. A cow illustrated by lines are inspired by the marbling fat texture on the steak. A classy feel is also brought by characteristic logotype both in English and in Chinese.