A comprehensive brand identity concept for a fast-casual and fast-growing Northern Chinese restaurant chain based in NYC
Changing the Narrative of Chinese Food in America
Isometric worked closely with chef Lucas Sin and the team at Junzi to further their mission to share authentic flavors from Northern China in an inclusive and contemporary New York setting. The new brand identity concept conveys an elevated attention to detail, the freshness of seasonal ingredients, and a playful, friendly vibe. We explored all platforms through which the brand communicates: the restaurant experience, signage, digital interfaces, packaging, and editorial publications. We also developed sub-brands such as After Hours, featuring late-night menu and inventive cocktails, and Chef’s Table, a tasting menu that explores the narrative of Chinese cuisine beyond the daily menu.
Photographs courtesy of Junzi.
Menu items and pricing are placeholders and not actual.