Client

Miss China

Roles

Creative direction
Identity design
Website design & development
Signage

Melbournes southside just got spicier

A modern take on old-fashioned, traditional Chinese cuisine, Miss China isn’t your average dining experience. She invites restaurant-goers to be a little daring and to create their own flavours from across the globe.

Her simple idea hides complex flavours – think simmering noodles and the freshest ingredients – served up hotter than the bottom of a laptop. Just tick what you want and, boom! Soup’s up.

Revolutionising the way Melbournites order, eat and enjoy Chinese food–this is the new China. This is Miss China.

Approach

I was tasked with every element of the brand creation including logo, labels, packaging, stationery, email footers, marketing collateral and website design & development. Working with a copy writer through the branding process, helped Miss China to establish the brand voice and values, which shaped the direction of the approach I took with the design.

Miss China’s brand values included ‘feel good’, ‘playful’, ‘bold’ and ‘modern’ with both branding and packaging to reflect these qualities. Creating an illustrative logo that cleverly combined two symbols was supported by a bold, rounded font to exude the stand out difference Miss China offered as a food restaurant.

Solution

I worked with the clients vision to build a fun, creative and engaging brand across multiple platforms. This was achieved through illustrative elements that support the branding, featured through out the packaging, signage and website. Shapes inspired by the crinkled edges of dumplings helped to inspire the fun and flavours of Miss China.

The website I designed and developed, reflected a modern, simple and clean look with subtle animation for a sense of play. Swapping the default cursor pointer for a dumpling really gave the site a sense of playfulness and help to established the tone of Miss China.

Result

Miss China is now open in South Melbourne and even amidst the Covid-19 outbreak and uncertain times for business, she has certainly been the talk of the town! Highlighting how starting any business on a strong foundation of fun yet professional branding is a recipe for success. Investing in quality branding has given the client a vision to grow, through franchising his service with confidence in the fast food market.