Quick step: Fast food restaurant in bold rebranding

10.03.2014 Kigo Kitchen : Pan-Asian : Seattle
Kigo Kitchen by Creature Kigo Kitchen by Creature
Kigo Kitchen by Creature Kigo Kitchen by Creature
Kigo Kitchen by Creature Kigo Kitchen by Creature
Kigo Kitchen by Creature Kigo Kitchen by Creature

Boston, Seattle – First opened in 2012 in Boston, Kigo Kitchen serves wok-fired pan-Asian noodles and rice.

Following the opening of a second branch in Seattle, the fast food restaurant decided to rebrand its visual identity to match its fast and furious flavours.

The resulting new look by creative agency Creature was inspired by the ‘frenetic back alleys of the pan-Pacific’, where street food is in abundance. Bold brush strokes, a vibrant colour scheme of black, white, red and green, and stamped signage all translate the fast-paced experience of wok cooking.

‘The environmental design system references the cluttered, layered signage typically found in Asian cultures, and pairs it with imperfect arched type, straightforward messaging and a bold simple colour scheme to honour the flavourful simplicity of the back alley street vendor,’ says Clara Mulligan, design director at Creature.

For more on brands stripping back and turning to stamping to make a statement, read our Stamped Goods design direction.

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