Roasts Kitchen Company is a Hong Kong roast restaurant birthed from the legendary kitchen itself: Hong Kong Little Kitchen. While very familiar in both its overall feel and flavors, the concept still promises to bring a unique dining experience to the table, and thus needed an identity that reflected the group's growing ambition in the industry.
Creative Direction: Selina De Guzman
Lead Design: Paolo Geronimo
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 overall look and feel of Roasts Kitchen Company was inspired by traditional and oriental elements, applied in a modern way. In contrast to its sister kitchen with a group of different characters, we wanted to focus on just one for Roasts Kitchen Company to act as the brand's mascot.
We decided to model him after a chef in line with the restaurant's focus on authentic Hong Kong cuisine. It was important to make him look warm and familiar, which was achieved by giving him rounded features and an almost childlike appearance.
The mascot, being a central key visual, was also made to be very expressive and animated to give the brand more character.
We also created two patterns that were applied on many of the brand's collaterals: an intricate oriental pattern and a set of mahjong tiles, each featuring some of the restaurant's specialties like rice, noodles, and dumplings.
All of these visual elements came together in each and every one of the brand's various touch points from the tableware to the packaging.
To complete the entire brand experience, we worked on environment design of the restaurant with Dee See interiors. Here, all the brand elements came together. One of the highlights of the environment design being a wall with branded posters that feature the mascot, adding character and playfulness to the space. Drop by and take a look for yourself.