Yongho - Martin Dawe

Yongho

Brief:
Martin Dawe Brand Design were appointed by a new restaurant development – Yongho to create the brand identity for the venture. The branding had to be versatile – to be easily utilised across packaging, POS, signage, Web based media and Marketing support material. MDBD also project- managed the whole brand ID process to ensure the new brand was clearly differentiated from ‘standard’ Chinese food offerings.

Solution:
Martin Dawe Brand Design realised that the ‘Yongho’ branding had to communicate the authenticity of the product, and the high quality food offer – and it had to have imagery that would differentiate Yongho from other High Street brands. By using the traditional rice bowl and chopsticks, the branding was given a firm, ethnic-based foundation, and the use of a face icon – recognised for good luck in Asian societies – and a strong colour way, the brand design has huge impact, and achieves the desired effect of authenticity and quality.The strapline ‘3000 years of history in a moment’ further adds to the brand appeal for both the marketing focus, and to encourage purchase and ‘buy-in’ of the Yongho product.

Results:
The branding solution was a great success and is being adopted across all the restaurant’s marketing plans. From this initial success, there are now plans to open up a number of new sites in the near future.