2025
Brand identity
With the goal of refreshing its brand identity, the rebrand project introduced a modern look while preserving the essence of authentic Cantonese cuisine. From the logo, color palette, and identity system to visual style and customer experience, every element was redesigned to reflect the delicacy of dim sum while conveying the warmth and connection of a family restaurant. This rebrand not only elevated aesthetic value but also established consistency and sustainability for the brand’s long-term growth.
How can a brand be redesigned to maintain the heritage of traditional cuisine while presenting a modern image that resonates with today’s customers? The challenge was to balance contemporary aesthetics with the cultural spirit of Cantonese dining.
Our campaign was shaped around three key directions:
1-Core Concept: Rooted in the intersection of tradition and modernity, the new identity system reflects the essence of dim sum—delicate, intricate, yet warm and communal.
2-Visual & Storytelling: The logo, color palette, and graphic system were crafted with minimal yet evocative design, combining culinary imagery with family-oriented narratives to create an approachable visual experience.
3-Unique Selling Points: Beyond refreshing the brand’s appearance, the rebrand ensured holistic consistency—from identity to customer experience—positioning the brand more clearly and sustainably in the market.
The rebrand successfully delivered a modern and refined brand identity while staying rooted in Cantonese culinary tradition. It marked an important step toward expanding the customer base and reinforcing long-term brand sustainability.
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Watch full project on Behance
