Creative Direction / Branding /Interior Design / Print Collateral /Signage
While living in Beijing and working at the Chinese design agency TBL, I had the opportunity to design a new restaurant from scratch in the heart of Beijing's art district. I designed everything from the branding to the uniforms, menus, and even interior design. It was a truly "only in China" experience because of the scale and input I had. At one point I was on-site directing construction workers to hang a 2-inch thick glass curtain wall above the restaurant—the schematics of which I had designed in Adobe illustrator with no prior architecture design training. I still have nightmares to this day about that glass wall falling down on diners below.
The restaurant's menu "switched" weekly so for the branding I took inspiration from readerboard signs (the signs with movable plastic letters often used out front of roadside restaurants and cinemas). The movable plastic letters on these signs often get mismatched with different font styles over time so the logo and typeface I chose reflects this.
Here are some examples the architectural drawings and my interior design direction.