ALMA KIRANA AMARANGGANA
BRANDING AND VISUAL IDENTITY
Mandarin Chicken Rice:
Weaving the Tapestry of Asian Culinary Richness
Brand Revamp and Graphic Identity with Fullfill Studio, Jakarta (2022)

How can the visual identity of Mandarin Chicken Rice authentically integrate and harmonize diverse Asian cultural elements to create a unified and vibrant brand that reflects the restaurant's eclectic menu?



01

Background
Mandarin Chicken Rice embarked on a rebranding venture with Fullfill Studio in Jakarta to authentically represent its diverse pan-Asian culinary offerings. 

The challenge was to harmonize Chinese cultural elements with a broader spectrum of Asian influences, creating an identity that encapsulates the essence of the restaurant’s eclectic menu. This project explores what happens when the culinary diversity of Asia converges in a visual identity, weaving a tapestry of cultural richness for Mandarin Chicken Rice.


Our rebranding journey is driven by a commitment to authenticity, respect, and a deep connection to Asian cultural heritage, ensuring that every visual element tells a story of culinary tradition and innovation.

02

Approach


 The rebranding process adopted a meticulous approach, delving into the intricacies of rich Asian motifs. The goal was to craft an engaging dialogue between Chinese culture and the broader Asian tapestry it represents.

Discover
  • Research and Insights: Conducted extensive primary and secondary research to understand the rich cultural and culinary traditions of Asia. 
  • Cultural Immersion: Observe and document cultural symbols, motifs, and visual elements that are significant to each culture.

Define
  • Problem Identification: Defined the challenge of creating a unified brand identity that authentically represents diverse Asian influences.
  • Target Audience: Identified the target audience as local diners, food enthusiasts and family seeking an authentic and visually engaging experience.
  • Brand Positioning: Established a positioning statement celebrating Mandarin Chicken Rice as a culinary destination that reflects Asia's cultural richness and diversity.

Develop
  • Concept Development: Developed and iterated on multiple design concepts blending Chinese elements with broader Asian influences.
  • Visual Identity System: Created a cohesive visual identity with a new logo, color palette inspired by Chinese porcelain and Mandarin oranges, typography, and design motifs from traditional Asian art.

Deliver
  • Final Design Implementation: Implemented the refined visual identity across menus, packaging, signage, and marketing materials, ensuring a unified and vibrant brand presence.
  • Launch and Promotion. 


03

Solution
The final design mirrors an unmistakably Asian spirit, echoing the diverse cultural offerings of Mandarin Chicken Rice and transcending the confines of a singular cultural representation. This change can be seen and felt through its visual identity, brand materials and customer experience. 

Through this rebranding, Mandarin Chicken Rice successfully weaves a tapestry of cultural richness, creating a vibrant and unified culinary identity.