The client is a Chinese-Fusion restaurant based out of Buffalo, NY. When they originally approached me, they were still operating solely as a food truck and were looking to take the leap into setting up a brick-and-mortar establishment. They wanted to be taken seriously and they wanted to be able to take pride in their image, so they asked me to help them find their voice.

The owner and head chef didn’t have any Chinese heritage, nor had he any real ties to Chinese culture other than his love for the food itself, so I had persuaded him that the use of English characters to imitate Chinese characters would be in poor taste and that we should strive for an elevated, yet casual approach. Sparing you the boring details about how we arrived here, this is the final design we came to. The client soon found a space and opened the doors and enjoyed success until COVID-19 forced them to close.