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Digital Art and Graphic Design Category

in

2019

Project Title

Amber

Project Function

Food and Beverage

Project Location

Hong Kong

Project Tags

Logo, Identity, Menu, Branding, Key Visual Design

Office Name

Ruth Chao Studio

Team Members

Magdalene Lam, Jack Tai

Office Link

Copyrights

Ruth Chao Studio

Project Description

Amber is a two michelin star restaurant in Hong Kong, ranking no. 24 in World's 50 best restaurants. After 14 years of founding, the restaurant is rebranded to align to its brand direction of 7 new courses and manifestos. Brand study reveals that the restaurant's main target audience is female, whilst free flow creativity, graceful elegance, and organic conscience are the core of its culinary experience. Much like the progressive nature of the fine dining experience, where each course builds atop the previous, the brand design expresses the 7 courses and 7 manifestos via the 7 layers of progressive, organic, free flowing shapes on the front cover. Each layer is expressed in different depths, visually seen and can be felt with a tactile quality. Much like the definition of Amber, as the fossilized resin from ancient forests, the free flowing shapes form a wood pattern that also expresses the graceful, organic nature of the food. In a gentle palette of beige, paired with champagne gold foil, the identity is extended to a series of collaterals, including cards, bags, bill envelopes, cake box & chocolate takeaway, where the center piece folds to open up to a welcoming surprise within.

Project Link

Image Credits

Ruth Chao Studio

NDA190287

DESIGN SCORE:      /100

85

SILVER

Novum Design Award Winner in

2019

Congratulations!


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