Brand structure across six restaurant concepts
Brand Architecture · Hospitality Identity · Environmental
Six restaurant identities, one group logic.
I created a clearer relationship between Passion Group and six individual restaurant concepts. The work shown here focuses on Passion by Fu Lin Men and how its identity carried across print, signage and the restaurant environment.
- My role
- Brand architecture, identity and environmental design
Experience logic
How the space was organised around the visitor.
The visitor problem
Each restaurant needed its own personality, but the connection to the wider group was difficult to see. The job was to create family resemblance without making six different concepts look identical.
Journey and hierarchy
I separated the group structure from the restaurant identities. Each venue could speak in its own voice while using a shared logic that made the relationship easier to understand.
What shaped the environment
A group brand structure, six restaurant identity directions and Passion applications across print, signage and place.
What the design changed
The group became easier to understand as a family of brands, while each restaurant kept a distinct character of its own.
2 more views from the project
See the experience in use.
