Throughout my career years in Western Australia, I have the privilege in designing food brands and their identities. This means getting in touch with yummy good food! The above logo identity was for a hands down favourite wanton mee in the suburb of Willetton. The Chinese character “鴻“ (pronounced ‘Hong”), is the client’s surname and he wanted an authentic Chinese feel to the identity. The one thing among hundreds of ideation and keywords that comes to mind back then was the moon gate, popular in nicely manicured Chinese gardens. I incorporated his surname into the round shape and added a touch of Chinese moon shelf look to it.

Amherst Sushi

The above menu and menu boards design was for Amherst Sushi in the suburb of Canning Vale. If my memory serves me right, I was having a heart warming bowl of udon on a cold winter’s day that day. And as a designer, one of my pet peeves is to scrutinise a restaurant’s menus and menu boards whenever I was having a meal there. So needless to say I wasn’t really impressed with what I saw so I approached John (who was the boss back then) if he wanted a fresh new look for his identity and he said yes. The joy! So with a foodie buddy we got around one day to take photos of all his beautiful dishes and the new look was born 🙂

Sarawak Hawker Cuisine

You know, we have some great food around Perth and I can’t say enough how I was so fortunate to create brand identities for them. One of the many is Sarawak Hawker Cuisine, one of my very first clients in the F&B scene. To be honest, if I have another chance to go back and create this one I would do it so much differently. Anyways, the idea was to be as fuss free of an identity as possible given that they sell hawker fares which were banged out pretty quickly but taste oh so wonderful comparable to top tier restaurants sometimes. The logo consisted of a pair of chopsticks grabbing onto a piece of ‘food’ with the Chinese name of the English version. I probably should reach out for a re-brand 😉