Creating a modern Asian aesthetic for the busy urbanite.
So Asian is a family run Diner with Macanese, Cambodian and Cantonese influences. As a casual eating diner, So Asian wanted their persona to reflect a warm and friendly atmosphere, similar to what you would expect when you come into a family home.
We wanted to reflect multiple rich cultures in one identity without pigeon-holing one specific Asian ethnicity. We looked for influence from eastern zodiac symbols and combined these with other images such as a Lotus root and flower, the iconic Ruins of St Paul’s, Macau and Angkor Wat in Cambodia, Junk ships, chillies and limes.