Chinese homestyle cookery

Branding a modern chinese family kitchen
Chifuri

Established in 1997, Chifuri restaurant was created by the aging mother and father of the chinese Yu family. The two sons are taking over the business and in an effort to modernise their branding and stand out on the field they came here to re-brand the company.

Chifuri is a modern chinese family kitchen which offers food to go, delivery, catering and ought to be accessible. The branding they previously had was not professional enough, logos and assets were not visible and strong on windows and the message was not clear.

The goal was  to come with a new strategy and positioning that fits the brand: Chinois chez soi - Chinese homestyle cookery. After that we created a more visible and unique logo that represents the father founder of the restaurant in a tribute to the family style kitchen of Chifuri, also to be closer to the customer which is in the DNA of the brand. And then we delivered all the graphic assets, a brand guidelines, noodles & rice packaging, menus, windows, socials posts and many more.

Client:
Chifuri

Category:
Food

Scope:
Strategy & positioning
Messaging

Branding
Packaging

CHIFURI-logo
CHIFURI-portraits
CHIFURI-logo-portraits
CHIFURI-logo-typo
CHIFURI-logo-copywriting

Messaging

"Chinois chez soi"
"Chinese homestyle cookery"

Chifuri is a modern chinese family kitchen which offers food to go, delivery, catering and ought to be accessible. Chinois chez soi, it's like having a chinese chef at home.

CHIFURI-logos-planches
CHIFURI-graphic-guidelines-1
CHIFURI-logo-signage
CHIFURI-window-1
CHIFURI-window-2
CHIFURI-webdesign
CHIFURI-menus
CHIFURI-packaging-bag
CHIFURI-chef-apron
CHIFURI-poster
CHIFURI-instagram-post
CHIFURI-business-card

Selected projects:

Rebranding a modern chinese family kitchenStrategy, Positioning, Branding, Packaging, Webdesign

No future but full dataArt direction, Branding

Lee® 125 years of denimBranding, print, webdesign, retouching

Rebranding Hector ChickenArt direction, branding, messaging, packaging

Makisu, sushis & sunshineBranding, print, packaging

Cocaine Piss 2019 releasesArt direction, graphic design, photography

Lee101® Spring/Summer 2016 catalogGraphic design, retouching, print

Photographs from Cocaine PissPhotography, Analog photography

Le101® Fall/Winter 2014 catalogGraphic design, print

Branding galleryBranding, guidelines & systems, print

©Thierry Tönnes 2021

Reach
thierry (@) thierrytonnes.com
+32 496 89 35 25

Location
Brussels - Belgium