One Way

project info

THE PRIMARY ICONOGRAPHY DENOTES THE TWO DIFFERENT MOUTH FORMS WHICH REFLECT HOW THE NAME OF THE RESTAURANT IS PRONOUNCED, CREATING A WARM AND FRIENDLY INTRODUCTION TO THE BRAND.

One Way

One Way is the english name of a new Taiwanese restaurant that has launched in mainland China, with a great mix of dishes from Taiwan and mainland China. One Way is the phonetic pronunciation of the restaurants name, so we wanted to visually interpret this play on words. The customer base for the restaurant is a mix of English and Mandarin speaking, as the restaurant is situated within the Southern part of China, that has a lot of European manufacturers.

The brand identity needed to be applied in an array of ways, across print and digital media, in a fun and informative manner.
The primary iconography denotes the two different mouth forms which reflect how the name of the restaurant is pronounced, creating a warm and friendly introduction to the brand. As One Way will cater to english speaking customers as well as local customers, it was imperative to create a system of icons which would explain what is on offer, in an enjoyable way, whilst keeping a minimal colour palette that signals the navy blue of the
Taiwanese flag. The brand identity is robust in its approach, so that a detailed system of graphical elements could be used for a mix of situations. This could then be used by the in-house marketing department moving into the future with further restaurants across China.

Deliverables
— Concept
— Brand identity
— Visual language
— Website
— Typography
— Identity application (across print and digital mediums)
— Comprehensive Brand Style Guidelines