China Taste: Restaurant Rebrand

China Taste is a Chinese food takeout restaurant based in Ormond Beach, FL. This project explores the brand and creates a new and improved feel to draw in customers with a well-designed eye for casual elegance. Research for this project included seeing what they were currently doing with their brand, what the competitors were doing, and completeing a brand identity (core values, target audience, and brand moodboards.) Sketches, comps and mockups were also created.

I took inspiration from fine dining brands on Behance and Pinterest and incorporated their minimalistic but distinct looks into this project. I also wanted to keep the logo angular to be reminiscent of the sharp strokes found in Mandarin characters. Part of the challenge was to decide where the logo lives within the brand. In this case, it was on takeout boxes, menus and t-shirts. Additional design was executed on the menu, so it holds an elegant air while retaining classic takeout-style imagery with inclusion of photography on the vast menu.

I used Illustrator to create the logo and basic graphics for the menu, InDesign to layout the menu, and Photoshop for the mockups. The result is a clean and beautiful branded presence for the reimagined restaurant. The final project received an A.