Hong’s Kitchen
Can a name evoke emotion without straying into cultural stereotypes?
2018
Naming
About
Jubilant Foodworks had achieved incredible success with their chain of Domino's Pizza franchises across India. They were seeking to replicate the same QSR format for an Asian themed restaurant. They approached FITCH to create this new brand and restaurant from the ground up.
Process
We worked with the client to clarify their goals and shape the brand. The naming and branding process was centered around a series of workshops to ensure the client's vision was being brought to life. A wide range of visual stimuli were presented and a long list of names were generated, before being slowly whittled down to the final name: Hong's Kitchen.
Visual Workshop Setup
Printed + Physical Elements
Workshop in Progress
Comments
Voting
Visual Workshop Setup
Final Design
Once the name was chosen and the elements of the brand identity were agreed upon with the stakeholders, the interiors of the restaurant were designed. Based on the workshop, the traditional cues of Asian restaurants. Instead inspiration was drawn from street foods and wet markets.
While I assisted with the design work, credit has to go to Bidisha Roy and Fatima Khan for the final concept and output.
Facade
Facade
Interior
Signage
Packaging
Ordering Counters
Kitchen