Design
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So Asian

Art Director

Brief
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.

Response
We wanted to reflect multiple rich cultures in one identity without pigeon holing one specific Asian ethnicity which have influenced their unique style of Asian infusion. We worked closely together to create a more personal touch for the owners, taking influence from zodiac symbols; a Dragon, a Ram, a Rooster, a Rabbit, an Ox etc. Mixing this together 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. In a thin lined illustration style, with a diverse colour palette we created an identity that screams modern Asian cuisine for the busy urbanite.