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.

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.

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.