Develop a brand identity that reflects Yang’s Braised Chicken Rice’s commitment to authenticity and flavor for Chinese customers, and uniqueness and convenience for Western customers. Standardize and enhance the visual identity for consistency across all touchpoints.
Yang’s Braised Chicken Rice, a fast-casual dining brand with over 6,000 locations in China, has created a legendary dish known as “A Legend of a Chicken.” Upon entering the North American market, we undertook a deep dive into the brand’s essence and strategic planning. For Chinese customers, we emphasize authenticity and flavor, encapsulated in the slogan “只有地道，才有味道” (“Only Authentic, Only Flavorful”). For Western customers, defining the product’s uniqueness was crucial, leading to the slogan “One Pot Wonder.” Given the incomplete and inconsistent brand assets provided by the parent company, we developed a series of auxiliary elements and standardized the use of English fonts and guidelines.
Yang’s Braised Chicken Rice offers an authentic and flavorful dining experience rooted in Chinese culinary traditions, with a unique “One Pot Wonder” concept for the Western market.
Celebrate the rich heritage and unique cooking method of Yang’s Braised Chicken Rice, presenting it as an authentic and flavorful culinary experience for Chinese customers and a unique and convenient dish for Western customers.
Design a cohesive and engaging visual identity that bridges the brand’s rich Chinese heritage with its modern appeal in the Western market. Incorporate elements that highlight the authenticity and uniqueness of the dish, appealing to both Chinese and Western customers.
