Image Credit : BrandWorks Studio & 橙蓓咨询 & StudioSZ Photo
Project Overview
Feeding the inescapable demand for premium casual dining and global cuisine in China, Yi Long 壹笼 brings a new twist to the ever-popular Dim Sum dining experience to the city of Shanghai, China. The client, well versed in hospitality in Sydney Australia and China, visioned a new dining experience that would rival the famous yum cha dining establishments of Hong Kong yet make it accessible to the growing middle class. With his family’s history in Yum Cha with his father a long time pupil of a famous master dim sum chef from the province of Guangdong, the concept sought to modernise the traditional with an experience to appeal to a new audience, old and young alike.
Project Commissioner
Project Creator
Team
Strategist & Creative Lead: Michael Tan, Miranty Annisareta
Designer: Olivia Chen, Aaron Cheng
Project Manager: Lan Lan
Project Brief
BrandWorks was engaged to provide end-to-end concept, brand and interior design and collateral rollout. The direction was fancy glamour, chic, playful and fun, with a nod to the golden age of travel, jetting into Hong Kong and revelling in the glitz of the hotel lobby life. Inspired by the grand hotels of Hong Kong, where famous celebrities, singers and movie stars dwelled, Yi Long recaptures the glitz and glamour of those golden years; the place to be seen amongst Hong Kong’s glitterati and international jet set. Celebrating Hong Kong traditions and reimagining Yum Cha, the brand’s concept centred around the “Dim Sum Society”, where the experience took patrons on a journey through the inner workings of the grand hotel, where guests were invited to dress in their chic finest and meet up for cocktails, tea and yum cha.
Project Innovation/Need
Filled with nostalgia and defining moments in Hong Kong’s pop culture and travel, the story begins with the “Grand Destination”, reminiscing the art of travel and the destination as a journey unto itself. The British colonial outpost set in the tropical beach-side scenery of Hong Kong served as a breezy backdrop for the art-deco inspired venue; a leisurely summer afternoon, with the cool sea breeze across your face, providing relief from the humidity and tropical sun. The graphic signage and way-finding seek to emulate the hotel lobby’s visual statement, with menus, hotel stationery and stamps and staff uniforms completing the hotel’s art-deco aesthetic. Colourful Dim Sum paired with iced tea and tropical tipples, guests are invited to escape the city bustle in a private booth of their own taking, transcending into a world of sensual pleasure of lush vibrant colour, taste, smell and music from sunrise to sunset with entourage close behind.
Design Challenge
Though located in Shanghai, China, most of the design work for Yi Long - both the branding and the interior - was executed in Melbourne, Australia, during the height of the COVID-19 Pandemic.
This poses a major challenge for the studio, as the team needs to work & communicate directly with the Chinese team to ensure the project was hitting all of the right tones culturally and deliver the best dining experience that fits in place.
Effectiveness
Yi Long 壹笼 brings a fresh new twist to the ever-popular Dim Sum dining experience to the city of Shanghai, China. Fancy glamour, chic, playful and fun, with a nod to the golden age of travel, jetting into Hong Kong and revelling in the glitz of the hotel lobby life. BrandWorks was engaged to provide end-to-end concept, brand identity, interior design and collateral rollout. The direction was fancy glamour, chic, playful and fun, with a nod to the golden age of travel, jetting into Hong Kong and revelling in the glitz of the hotel lobby life.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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