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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.
Identity
Restaurant Items
Menus
Kids Menu
Packaging











A Curious Group of Hotels
City of Dreams
EAST Hong Kong
Sands Casino & Resorts
Shangri-La Magazine
Bei
Green
Le Restaurant Paris
Punk - Beijing
Sureno
The Market
Blake's Advisors
BLV Realty Organisation Inc
Chow Tai Fook
CTF Guanghzou
Fantasia Holdings
Gammon Construction
Nan Fung Group
New World Development
Summer Group
Swire Properties
Unitech Group
World Resorts
Debenhams
Gee
Hugo Boss
LVMH
Moss Bros Group
KEF The Fifty
KEF X300
Advent International
American Express
Argentum Consulting
Casa Dei Bambini
Habour Business Forum
Hong Kong Government
Made in Africa Foundation
Mirae Asset
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