In addition to the restaurant branding itself, Crate47 were also tasked with the brand naming for this new venture. The client wanted a fresh approach for their new Chinese restaurant which called for a brand that was clean and modern. Crate47 undertook extensive research to find the right brand name that would fit with this criteria. Zhuwu, meaning bamboo house, was the final choice because of it’s strong phonetic qualities and welcoming connotations.
For the style of hospitality branding they had in mind, Crate47 created a restaurant logo design with bold, modern type that had a subtle oriental look. They added a chopstick motif to the centre ‘U’ which formed a bowl shape. This was also extracted from the typographical logo design to form a separate brand marque. The symbol was easily recognisable and could be used as a stand-alone element for signage, etc. to maintain a pared back, modern aesthetic.
When it came to the print design, the clean fresh look of the brand elements were complemented by a simple colourway and a selective choice of materials. The bamboo theme of the name was carried through in the sub-branding pattern we created. This added a decorative component to the otherwise minimal look. The pattern also became an important part of the interior design where it was used for room dividers, screens and wall cladding.
Zhuwu demonstrates the strength of working hand in hand with our parent company Liqui who provided the interior design concepts. Our joint approach to the branding and interior design of a restaurant or café means that we can maintain a continuity throughout the project. Ultimately, this synergy creates a harmonious whole and a great brand experience for our clients’ customers.