Rebranding for restaurant

Rebranding of Berlin based Asian Imbiss CHOPSTICKS. Modernising
design and brand strategy all while honouring the classic
Asian-German restaurant of the 90s. From ordering concept to visual
identity, the new CHOPSTICKS pays homage to diasporic food culture.

Rebranding for restaurant

Rebranding of Berlin based Asian Imbiss CHOPSTICKS. Modernising design and brand strategy all while honouring the classic Asian-German restaurant of the 90s. From ordering concept to visual identity, the new CHOPSTICKS pays homage to diasporic food culture.

Brand Strategy

6 weeks

Visual Identity/Menu, Flyer, Uniform

6 weeks

Concept Development

3 weeks

Web Interface Design

4 weeks

Store space design and consulting

12 weeks

Photo & Video Production

2 weeks

Visual Identiy/Logo design

4 weeks

Social Media

12 weeks

Brand Strategy

6 weeks

Concep Development

3 weeks

Store space design and consulting

12 weeks

Visual Identity/Logo design

4 weeks

Visual Identity/Menu, Flyer, Uniform

6 weeks

Web Interface Design

4 weeks

Photo & Video Production

2 weeks

Social Media

12 weeks

CHOPSTICKS is an Asian Imbiss established in 2007. It started off as a food truck next to a hardware store. The Imbiss has become a fixed point of easy dining in Berlin, and gained a loyal customer base in the area. CHOPSTICKS approached us with the need for a new direction. Amidst the changing food culture and increasing influence of online media, they felt stuck in time. We approached their issue without an “out with the old, in with the new” attitude, choosing to celebrate the journey instead. Taking elements from the brands former appearance and repurposing them to fit new needs, while enriching strategy and design with modernised concepts. We accompanied CHOPSTICKS for several months leading up to their reopening in May 2022, as well as three months afterwards to oversee development.

THE HISTORY OF CHOPSTICKS

The classic Asian Imbiss in Germany is characterised by the forced assimilation of first-generation
Asian-Germans. Trying to get by, gastronomers had to cater to German needs, and adapt to
please their unaccustomed palates with meals like chop suey, sweet-sour duck and noodle stir-fry.
These foods became part of Asian migration history and cultural identity, and a valuable part of
food culture. But in the wake of recently newfound appreciation for “authentic” food, they are
valued even less than before. The new CHOPSTICKS is a celebration and reappreciation of the
creations of the past, cherishing them as cultural ambassadors who bridged the gap between
two distinct culinary traditions.

THE HISTORY OF CHOPSTICKS

The classic Asian Imbiss in Germany is characterised by the forced assimilation of first-generation Asian-Germans. Trying to get by, gastronomers had to cater to German needs, and adapt to please their unaccustomed palates with meals like chop suey, sweet-sour duck and noodle stir-fry. These foods became part of Asian migration history and cultural identity, and a valuable part of food culture. But in the wake of recently newfound appreciation for “authentic” food, they are
valued even less than before. The new CHOPSTICKS is a celebration and reappreciation of the creations of the past, cherishing them as cultural ambassadors who bridged the gap between two distinct culinary traditions.

MENU CARD

Referencing CHOPSTICKS original colour palette and a format style
exclusive to early 2000s Asian take-out menus. Downsized from
well over 300 meal options to a selection of bowls and a topping
system. Inspired by our extensive Asian menu archive from the last
20 years and CHOPSTICKS past designs

MENU CARD

Referencing CHOPSTICKS original colour palette and a format style exclusive to early 2000s Asian take-out menus. Downsized from well over 300 meal options to a selection of bowls and a topping system. Inspired by our extensive Asian menu archive from the last 20 years and CHOPSTICKS past designs