福 TOWN
is a conceptual upscale Chinese restaurant brand focused on luxury, tradition, and immersive dining. The project involved creating a cohesive visual identity and marketing materials that elevate the dining experience beyond the meal itself.
Brand identity design, print design, layout, typography, visual strategy
This project is a conceptual brand exploration. The logo and brand name were provided as part of the brief; all visual identity, layouts, and marketing materials were designed by me
Brand Direction
Town was designed to feel refined, immersive, and culturally rooted. The goal was to elevate Chinese cuisine beyond a meal and into a sensory experience.
The brand targets an audience in their 30s - 60s who value quality and dining as an experience rather than convenience.
Design Approach
Every design decision was guided by the ideas of luxury, tradition, and experience.
A textured black base paired with soft beige rice paper creates contrast and depth, while the brand’s signature “Fire Starter” and “Cool Down” color accents add warmth and balance. Chinese watercolor-inspired illustrations were incorporated to reference cultural heritage while maintaining a modern, elevated aesthetic.
Typography choices Athelas and Majesti reinforce the brand’s refined tone, blending classic elegance with contemporary clarity.
Applications
Menu · Table Tent · Promotional Print
This project explores how design can shape atmosphere, elevate dining, and tell a story through detail.