Cho Cho San Brand Refresh

About the Entry

We explored the tragic story of Cho Cho San in Puccini’s Madame Butterfly depicting the Butterfly motif upside-down. We aligned and refined the typography in the logo with the circle pattern in interior design and explored the Japanese concept of Wabi Sabi; a world view centred on the acceptance of imperfection.

Features & Benefits

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DESIGN STORY: ‘Engaging the diner end user'

We explored the tragic story of Cho Cho San in Puccini’s Madame Butterfly depicting the Butterfly motif upside-down. We used an innovative business card print technique, whereby diners would rip off a card from a larger sheet, each time a card was torn a butterfly illustration would be ripped in half. The butterfly motif was also hidden around the restaurant, the back of menus, and on the website for the discerning diner to discover.

DESIGN EXPERIENCE: ‘Trust and desire’

How do you take a restaurant experience online? Use the very best food photography and design a digital user experience that feels like the interior design. We utilised existing visual styles in the restaurant, dots, copper, concrete.

DESIGN SYSTEM: ‘Flexibility, consistency and usability'

Unify elements, create balance and harmony across all collateral. The brand refresh has been rolled out across signage, menus, bill folds, gift cards, website and social media.

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Cho Cho San Brand Refresh