Mandarin Chicken Rice:
Weaving the Tapestry of Asian Culinary RichnessINDONESIA, 2023
Studio : Fullfill Studio, Jakarta
Role : Creative and Design
Result : A vibrant identity that reshaped perceptions—transforming the brand from a hospital eatery into a dynamic pan-Asian culinary destination.
Through thoughtful design, Mandarin Chicken Rice transformed from a familiar restaurant-based eatery into a vibrant culinary destination, where every detail tells a story of cultural richness.
Our goal was to weave a tapestry of Asian cultures, creating a visual identity that honours tradition while embracing the diversity of flavour and experience.
Challenge
Mandarin Chicken Rice was widely recognised as a hospital-based eatery, which limited its perception among new audiences. The challenge was to shift this perception—creating a vibrant, culturally rich brand identity—while retaining loyalty from existing customers and inviting younger, broader audiences to experience the restaurant.
Another challenge was to harmonise Chinese cultural elements with a broader spectrum of Asian influences, building a cohesive identity that authentically represents the richness and diversity of the restaurant’s culinary experience.
Approach
We approached the rebrand with a focus on authenticity, cultural richness, and visual storytelling. Through research and cultural immersion, we explored Asian motifs and design elements that reflect the restaurant’s pan-Asian menu.
Multiple design concepts were developed, blending Chinese influences with broader Asian aesthetics. We then created a cohesive visual identity system—including logo, colour palette, typography, and motifs—and applied it across menus, packaging, signage, and marketing materials to ensure a unified and vibrant brand experience.
The Story So Far
The new identity reflects an unmistakably Asian spirit, celebrating the restaurant’s diverse culinary offerings while transcending a singular cultural representation.
- Mandarin Chicken Rice now presents a vibrant, cohesive brand across all touchpoints.
- Customers experience a visually engaging and culturally rich environment, enhancing the restaurant’s perception beyond its hospital-based image.
- The rebrand successfully positions the restaurant as a dynamic pan-Asian culinary destination, unifying its heritage with a contemporary, inviting identity.