To challenge the accepted concept of Chinese food in America by celebrating the legacy of traditional Chinese recipes and creating a unique dining experience. Set in the heart of Chinatown, Mister Jiu’s will make a powerful statement establishing the next generation of businesses in Chinatown, breathing new life into an iconic neighborhood.

The brand of the restaurant is rooted in the entire experience, not in a single logo or graphic identity. We were inspired by our own rich and memorable experiences at many Chinese shops and restaurants growing up in San Francisco. As a customer, what you remember about a restaurant is the food, the smells, the company, and the service (in addition to what you see). 

Planning

In addition to the final collateral and signage, we played an integral role with helping plan the restaurant from the very beginning, distilling Chef Jew's vision into visual communication, which was used to tell the story to investors, architects, and vendors.