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ROASTS KITCHEN COMPANY

FORTUNE FAVORS THE HUNGRY

ROASTS KITCHEN COMPANY

FORTUNE FAVORS THE HUNGRY

ROASTS KICTHEN COMPANY:
FORTUNE FAVORS THE HUNGRY.

ROASTS KITCHEN COMPANY:
FORTUNE FAVORS THE HUNGRY

OVERVIEW

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.

WHAT WE DID

Brand Identity
F&B Collaterals
Packaging Design
Environment Design

Flatlay photography and styling for Hong Kong roasts restaurant Roasts Kitchen Company
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.

Oriental logo and mascot design for Hong Kong roasts restaurant Roasts Kitchen Company

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.

Cute animated mascot design for for Hong Kong roasts restaurant brand Roasts Kitchen Company

The mascot, being a central key visual, was also made to be very expressive and animated to give the brand more character.

Intricate oriental pattern and mahjong tile pattern designed for Hong Kong roasts restaurant Roasts Kitchen Company

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.

Wrapper packaging with a mahjong tile pattern designed for Hong Kong roasts restaurant Roasts Kitchen Company
Dine in and take out food packaging for Hong Kong roasts restaurant Roasts Kitchen Company
T-shirt and uniform design for Hong Kong roasts restaurant Roasts Kitchen Company
plated roast pork charsiu with rice eggs and vegetables from Roasts Kitchen Co.
Food photography and retaurant collaterals for for Hong Kong roasts restaurant and brand Roasts Kitchen Company

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.

Neon lit up signage for Hong Kong roasts restaurant Roasts Kitchen Company
Fun and colorful Asian restaurant environment design and posters for Roasts Kitchen Co.

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.

Menu and storefront environment design for Hong Kong roasts restaurant Roasts Kitchen Company
FROM YOUR FAVORITE LITTLE KITCHEN

CHECK OUT THE ROASTS KITCHEN COMPANY INSTAGRAM PAGE OR SATISFY YOUR CRAVING BY VISITING THEIR STORES IN EITHER SM MOA OR SM MEGAMALL.

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