Brand Concept
We were addressed by a customer who plans to cook great Asian and Pan-Asian cuisine and deliver it to customers. The primary target audience is Kyiv citizens aged 20 to 35 more often — busy people with minimal time who are fond of oriental cuisine.
As the brand has many competitors in Kyiv, it must differ to be seen and remembered. Therefore, the brand positioning strategy was chosen concerning children's memories and pixel dreams of a potential client.
We all remember such titles as SEGA, Super Mario, etc. Under the conditional marker, "pixel" also falls under the current game among young people — Minecraft, which also works to our advantage. We have considered and proposed options for correctly interpreting this concept in the logo and corporate identity.
Adapting the pixel design in the direction of food is difficult because the associations between the two directions are almost minimal, but we still succeeded. We could adapt this tricky design technique and get into the flow that the customer saw.
The task was also to develop several elements that reflect the essence of this company and, at the same time, stand out and be remembered. Thus was born a frying pan, which is not a brand logo but is a recognizable element and actively participates in the corporate identity on any packaging and merchandise.
The main protagonist is Da Vai, a stereotypical Vietnamese uncle who cooks delicious dishes according to traditional recipes. However, at the same time, he is not quite standard, unusual: his legs are bent at the knees, and he lies down on the letters of the logo — the taste of the recipes was so much to his liking that Da Vai could not stand it, his legs buckled, and he leaned back from enjoyment.
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