We Take You Further
WHAT WE DID
Creative Direction: Deane Miguel-Cruz
Lead Strategy: Paolo Aljibe
Lead Design: Ross Du
A NEW KITCHEN WITH FAMILIAR FLAVORS
After the success of Hong Kong Little Kitchen, it wasn’t a surprise when the team behind it decided to venture into another restaurant concept. Customers were hungry for another delightful culinary experience, and they delivered just that. Much like its sister kitchen, Roasts Kitchen Company wanted to offer enjoyable and authentic Hong Kong cuisine—still very focused on its impressive selection of roasts, and still very, very delicious.
The logo mascot is an imaginative fusion of riders and retro characters. We wanted to convey comfort in a subtle way, hence the mascot hinging on the familiarity of games we used to play, with the friendliness and reliability of partner-riders. With inclusivity at the forefront of Amigo, the mascot is easily and freely up to anybody to interpret.