MR GOODGUY
STRATEGY, BRANDING, ENVIRONMENTAL GRAPHICS, WAY-FINDING & WEBSITE
‘Lose yourself in Chinatown’
IBIS Styles and Accor hotels approached BrandWorks to assist in the development of new restaurant concept located in Hobart, Tasmania. Tapping into their expertise in hotels, leisure, business and travel markets, the hotel brand were looking for an edgy asian-inspired food concept that could entertain both hotel guests and locals alike and have lasting appeal as a food destination.
Whilst asian street food has been done many times over, BrandWorks looked at a new way to celebrate the ideas of asian night markets, hawker food and asian culture coming together. The central theme was to ‘Lose yourself in Chinatown. The name, Mr Good Guy, was coined from the idea of the ‘know-it-all travel guide’, taking curious travellers on a journey through the often bizarre and exotic landscape of Chinatown. The branding was keenly tailored to familiar motifs and patterns seen in Chinese stores with an iconic signature brandmark to express the personality of Mr Good Guy. The colours and typographic are retro and the copy and tone of voice are reminiscent to the english slang used in menus.
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