Branding

Dynasty Wing

An identity for a Chinese restaurant: a pagoda roof, a classic serif and a master’s seal with the character for “wing”

Client: A Chinese wings and Chinese cuisine restaurant
Service: Branding and identity
Format: Logo · visual identity · packaging

Dynasty Wing: An identity for a Chinese restaurant: a pagoda roof, a classic serif and a master’s seal with the character for “wing”

Task
Solution
Identity
Touchpoints

Task

Dynasty Wing serves Chinese-style wings and Chinese dishes. The name promises more than delivery: history, tradition, a “dynasty”. The style had to look noble and premium, stand apart from the typical red-and-yellow signs with dragons, and still feel clear and warm.

Solution

The main image is a pagoda roof. The eaves curve up so their ends resemble wing tips: one line speaks of China and of the signature dish.
The wordmark is set in Prata, a classic high-contrast serif, strict and noble like the sign of an old house. “Dynasty” is widely spaced above the name, like a title.
Next to the name sits a red seal with the character 翅, “wing”. In Chinese tradition this is how a master signs their work, and the seal became a standalone brand symbol.
An imperial palace palette: red, lacquer burgundy, gold, silk paper and ink.
The pattern is a golden meander lattice, like the windows of old Chinese houses. It decorates the packaging, menu and interior.
Touchpoints: noodle boxes, bags, seal stickers, chopstick sleeves, a sign and tableware.

Identity

Logo

A pagoda roof, the title “Dynasty”, a large “Wing” and the master’s seal. On light paper in ink and gold; on red and lacquer in silk and gold.

Elements

The roof with its wing-tip eaves, the serif and the 翅 seal work together and on their own: the seal becomes a sticker, the roof a divider in the menu.