Creative brief
overview
I picked a small Tibetan restaurant in Minneapolis for a re-branding project. The restaurant was overdue for rebranding as it lacked consistency. As stated by one yelp reviewer, "This location has been many things over the years, and I'm sure I've stopped by each time."
Existing Identity
Tibet Kitchen lacks identity, consistency, and trust. As mentioned above, most people are unsure if they are returning to the same restaurant or ownership. The current logo is too detailed and outdated for modern use. The logo should be simple and flexible in today's digital world.
Competitive positioning
Most competitors are located around the Minneapolis area, not too far from each other. These restaurants appeal to a similar customer, but from my experience, Tibet Kitchen customer tends to lower-income than the other restaurant. Most likely due to the location. The top two competitors are Tibet Corner and Momo Sushi. Tibet Corner is located in the city of Hopkins, a white-collar neighborhood. They serve a fusion of Indian, Tibetan, and Nepalese food. Meanwhile, Momo Sushi is in an up-and-coming hip location around Minneapolis that sees many young customers. They serve a fusion of Japanese, Tibetan, and Nepalese.
Design Process
SKETCHES
Logo Iteration
Final Logo
This logo best represents Tibetan culture and identity. Traditionally, most Tibetans are farmers or herders, so yak played an essential role in their daily lives. Having Yak represented in the logo is to pay tribute to those farmers and the herders who were the backbone of Tibetan society. For the logo typeface, I wanted to go for something natural or organic shape, so I used the messenger font Combined with open sans, which creates a much-needed balance by giving a clean look to the playful messenger font
