Layers of identity

The London-based design agency took charge of all aspects of the brand from naming to menus and the website. 

The dining experience is defined by the layering of ingredients that customers choose from a conveyor belt to build their dish. In response, ico based its core visual concept on the playful arrangement of various tones, textures and images. The studio drew inspiration from the work of US artist Xochi Solis, whom it describes as combining ‘layers of visual ephemera to create contemporary collages that are rooted in Chinese culture’.

This approach enabled the studio to develop a look that feels culturally specific while avoiding the clichés of traditional Asian symbolism usually associated with such restaurants.