OVERVIEW
Contracted to design a new visual identity and branding for an upscale Chinese restaurant. The project focused on creating a refined and cohesive aesthetic that would appeal to a sophisticated clientele while staying true to the restaurant's cultural roots.
Jade, which opened in 2022, offers a contemporary dining experience that blends traditional Chinese flavors with modern elegance. The restaurant is committed to using the finest ingredients to craft dishes that honor both authenticity and craftsmanship.
The goal of this branding project was to capture Jade's unique blend of tradition and modernity. The new visual identity was designed to reflect the restaurant’s upscale atmosphere while maintaining a connection to its cultural heritage, creating a sleek, memorable experience for guests.
ROLE
Graphic Designer, Marketer - Visual Design
September 2023
Restaurant Logo
The logo was designed to clearly communicate the essence of Jade, creating an immediate connection with its upscale, authentic dining experience. A bold sans-serif typeface was chosen for the primary logo to convey modernity and strength, ensuring it stands out and feels contemporary.
To honor the restaurant’s cultural roots, a refined seal script inspired by traditional Chinese calligraphy was incorporated. This blend of modern and traditional elements creates a logo that feels both fresh and deeply connected to Jade’s heritage.
Restaurant Visuals
The rebranding adopts a minimalist style, with pops of red inspired by the cinnabar paste used in traditional Chinese seals. This vibrant red is complemented by shades of black and yellow, adding a sense of luxury and refinement to the overall aesthetic.
Throughout the branding collateral—from menus to signage—clean typography and sophisticated layouts were used to create a cohesive, polished look. The design strikes a balance between modern elegance and timeless allure, reinforcing Jade’s upscale yet culturally rich identity.
