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Simple things

Done well

Brand design

hospitality

Feast - Food by EAST

Branding a neighbourhood cafe

Oogywawa

Feast (Food by East) is the bustling neighbourhood cafe and restaurant at EAST Hong Kong and EAST Beijing. Bursting with life and brimming with authentic Asian specialities and international favourites the restaurant's mantra is ‘simple things done well’. And that's where we took our cue for the identity system.

The Feast logotype - a visual shorthand for Food by East - is combined with elementary images of ingredients to form an identity system that's simple, effective and honest.

Feast is also a warm, friendly and fun restaurant. So we created an engaging brand language that raises many a smile and adds a very personal touch. In particular, the small heart shaped stickers which staff apply to takeaways (or customers' lapels) saying things like 'hotty' 'spicy' and 'sweetie'. And we designed a range of coasters - each with the word 'cheers' in a different language. Oogywawa is, by the way, Zulu.

Scope

Identity
Restaurant Items
Menus
Kids Menu
Packaging

Client Comments

"Until we met Yang Rutherford, we had no idea that Oogywawa is Zulu for Cheers. Nor had we ever put a sticker saying 'sweetie' on a guest's order. But these, and other branding touches have added greatly to the Feast experience"

Jennifer Cheung
Hotel Manager
EAST, Hong Kong

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163 Wing Lok Street
Sheung Wan
Hong Kong
Tel +852 2850 6262
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