lotus lounge
rebrand and brand manual
CATEGORY
Branding, Logo Design, Typography
DELIVERABLES
Brand Manual, 8.5” x 11,” Digital Publication
DESIGN CHALLENGE
Rebrand a restaurant of your choice using a comprehensive design process including research, analysis, business strategy, and organization to create a brand identity program. Design the primary identity and apply it to a variety of brand touchpoints across media. Design a brand manual to understand who the brand is, what they stand for, and what they promise to deliver.
SOLUTION
The restaurant I chose to rebrand is Ling Ling, a high-end Asian-fusion restaurant located in Mexico City. Because of the cuisine focus, I renamed it Lotus Lounge and created a logo inspired by the lotus flower and a crescent moon shape. The tagline is “laid back luxury” to communicate both the luxury of the setting and the relaxed atmosphere. The new identity better captures their brand personality and spirit: youthful, sophisticated yet laid-back, nightlife and fun atmosphere, relaxing, lush, panoramic, and natural.
Who is Ling Ling?
culturally rich
Asian cuisine in Mexico City
unique destination
restaurant, bar, and lounge
chic interior
late-night party experience
versatile atmosphere
Old identity is:
unsophisticated
doesn’t reflect the architectural style and natural elements of the restaurant's interior
too colorful and busy
New identity, Lotus Lounge, emphasizes:
blend of Asian cuisine and Mexican culture
high-end dining
natural and lush interior
laid-back, fun atmosphere
simplicity and sophistication
identity applications
process
IDENTITY DECK
