Hing Kee Restaurant is a famous claypot rice brand established in 1982 on Temple Street, Hong Kong, and was introduced to Taiwan for the first time in 2019. We redesigned a brand-new visual identity for this long-established Hong Kong brand to express the lively and bold feeling of everyone eating stir-fry together, as well as the rough atmosphere of charcoal cooking. Because the restaurant’s main selling points are stir-fry and charcoal-fired claypot rice, we hoped to shape the brand image through a casual, rugged, and slightly “Jianghu” street-hood style.

In the design of the Chinese logotype, we referenced the font characteristics of Northern Wei regular script, designing strokes with strong and vigorous power to give the logotype more Hong Kong flavor. Furthermore, we designed a series of brand key visual posters that integrate calligraphy characters, street graffiti, and Temple Street illustrations alongside the signature claypot rice, aiming to create the lively, casual, and rugged characteristics of Hong Kong streets. For one of the main visual posters, we specifically used the Chinese character “煲” and combined it with rich graphic elements such as shop signs, Temple Street, and claypot rice to design a custom typeface, creating a fine and rich visual that brings out a strong Hong Kong oriental atmosphere.