︎Branding ︎Print
As the sole in-house designer for Asian Box—a leader in the fast-casual restaurant segment—I helped the brand expand on its initial identity as the business grew in size and offerings.
During a period of rapid growth, I worked with the small team at Asian Box to take the chain from two locations in Palo Alto and Mountain View to five restaurants across California. Building upon the existing visual language, we created additional material to communicate the brand’s ethos of “quality fresh ingredients with a street food spin” across multiple mediums including environmental graphics such as menu boards, print collateral, and swag.
Slogans & Product Lockups
One of our greatest challenges was developing consistent messaging for all of Asian Box’s sub-brands and integrating with its new communities and locales. Some restaurants also reported difficulties serving customers across language barriers due to the typography-heavy style. To make the menu and offerings more approachable, I provided art direction for a photoshoot of the food and ingredients that help distinguish “The Box” from its competitors.
