Brand Guide • Copywriting
Michelin-starred global restaurant group Hakkasan wanted to create a brand guide in keeping with their brand essence of "cinematic energy." So I created a mystery set in a world of shadowy bars, magical gatekeepers, femmes fatale, and tantalising clues - all leading to the heart of the Hakkasan brand. Shot on location in Hong Kong and designed by award-winning London design house North, the guide was also produced as a boxed, leather-bound edition.
Hakkasan own two other key brands - a chain of tea and dim sum parlours, Yauatcha; and a series of lounge bars, Ling Ling. I also developed brand guide content for each of these. Yauatcha's guide was structured as a series of basic definitions, designed to reflect the simplicity and zen-like nature of the parlours and structured according to the four main brand pillars; while Ling Ling's guide (at print at the time of writing) was designed as a magazine, to reflect the youthful aspect of the brand - I wrote the copy and applied William Burroughs's cut-up technique to the copy to give it an organic, spontaneous, and anarchic feel.
Hey, you might also be interested in...
first direct brand guide
Passiv Systems brand guide
Gist Digital brand guide