Modernizing a traditional Chinese menu for the health conscious customer

For thousands of year, Hot Pot has been a popular menu for commoners and nobleman alike in China. Yet it is so common a dish, it is under-appreciated. GRID Partners was challenged to design and develop the brand image for a chain of hot pot restaurant, and market test the concept as an healthy alternative to the imported, western QSR amongst discerning consumers .

Building on the needs of the frequent customer–young women who want a decent meal in a stylish environment at an affordable price–GP developed a catchy name, and a brand image that emphasizes the natural ingredients and taste of the food. All forms of visual communications, from menu to packaging, trade dress to décor, were designed with healthy natural ingredients.

The design met with overwhelming approval in customer surveys and repeated purchases.