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Pagoda is a fast-casual restaurant concept serving Pan-Asian cuisine.
In early 2013, I was tasked with branding this new fast casual concept, and presented the name "Pagoda". I chose this name due to the fact that the Pagoda structure can be found in many cultures across Asia - which was appealing for a restaurant serving cuisine also inspired by several different cultures and countries.
The name was chosen by the developers among a handful of other presented options, and I began working on the visual identity of the brand.
For the logo, I found inspiration in East-Asian stamps and seals, traditionally used by artists to sign their work. I took a similar approach for the Pagoda logo, drawing out the letterforms by hand and containing them within an organic shape to mimic the seals I had found in several Japanese Ukiyo-e prints.
I expanded upon the visual identity of Pagoda by choosing unique fonts for advertisements and menus, and also incorporating brush strokes and paper-like textures.