Hong Kong Little Kitchen is a humble eatery with in-your-face flavors that take you to the streets of Kowloon. It boasts of roasts that tick off every box on your list: tender, crisp, and juicy. This isn't your run-of-the-mill Chinese restaurant—Hong Kong Little Kitchen is putting the pow back in classic Hong Kong chow.
Creative Direction: Deane Miguel & Kookie Santos
Lead Strategy: Selina De Guzman
Lead Design: Ross Du
Illustration: Gianne Encarnacion
Hong Kong Little Kitchen came to us as a simple concept: an eatery that would offer authentic roasts. Amidst an abundance of Chinese restaurants in the city, the challenge was to make this humble little kitchen stand out and be something out of the ordinary. We needed to build a brand that could transport you to Hong Kong.
It's a known fact that a lot of the good food in Hong Kong come from small local restaurants. In a similar fashion, we wanted Hong Kong Little Kitchen to embody the charm of your neighborhood eatery—where even the smallest kitchen can serve up big bold flavors. This is precisely the restaurant's tagline was conceived: "Little kitchen, legendary roasts."
We took inspiration from things you would normally find in Hong Kong: mahjong tiles, decorative posters, and distinctly Chinese wallpaper-like patterns. Even the logo itself was inspired by the neon lights you'd typically find in Hong Kong.
To top it off, we also created custom illustrations to add more character to the brand which include ducks in a conga line and a legendary duck emperor.
Our illustrations were applied onto Hong Kong Little Kitchen's plates, which make for pleasant surprises once you've finished your meal.
“Aside from the cutesy and cozy vibe care of Serious Studio and Dee See Interiors, the spotlight is also on the authentic roasted duck and char siu or asado rice toppings prepared by a chef who use to cook in a restaurant in Hong Kong"