Conducted the rebranding of ‘Comida China Express’ an Asian fast-food chain.
The objective was to appeal to a broader audience and move towards a more gastronomic and healthy image while maintaining a fast service.
The following attributes became part of the brand personality:
The new brand appealed to two distinct segments: university students and heads of family.
Competitors were studied at a local and international level, and categorised into several dimensions.
The symbolism elements:
– Red and white colours are often used in Asian countries’ flags, and the black is meant to contrast.
– The font chosen is clean and offers perfect legibility.
– The logo represents a dragon, symbol of strength, success, good luck and honour.