Client
Golden Fry, a new fast-casual dining concept, specialising in Asian-inspired fried cuisine. The brand aimed to create a memorable, culturally authentic, and visually striking identity that would stand out in a competitive food market.
Requirements
- Creation of a bold and recognisable logo reflecting the brand’s Chinese-inspired cuisine
- Website design to showcase menu offerings and brand identity
- Store and interior design that extends the visual language into the physical space
- Menu design, staff uniforms, and interior branding elements
- Promotional items and packaging that reinforce brand recognition
The branding needed to convey cultural authenticity, visual impact, and a cohesive customer experience across all touchpoints.
Outcome
The brand identity centres on a distinctive fish illustration inspired by Chinese design aesthetics, rendered in a vibrant orange and blue palette that creates immediate visual impact while remaining culturally grounded. The logo serves as the anchor for the brand, ensuring recognisability and consistency.
Interior and store design applied the colour palette and graphic language to create an immersive spatial experience. Menus, staff uniforms, promotional items, and packaging all reinforce the identity through consistent typography, patterning, and colour usage. The result is a unified, memorable brand presence that engages customers across every interaction.
