Logo/Branding — Tribe Garden Restaurant
Project overview
Tribe Garden Restaurant is a unique dining establishment in Beijing, offering authentic African cuisine and a vibrant lounge experience. As a cultural bridge between Africa and China, they needed a brand identity that would resonate with both local Chinese patrons and expatriates seeking a taste of Africa.
The Challenge
Despite their flavorful offerings and unique position in Beijing’s culinary scene, Tribe Garden Restaurant faced several branding challenges:
- * Outdated visual identity that didn’t capture the vibrancy of African culture
- * Lack of cohesion between the restaurant and lounge aspects of the business
- * Difficulty in communicating the authentic African experience to a Chinese audience
- * Need to stand out in Beijing’s competitive international dining scene
- * Desire to appeal to both local Chinese customers and the expatriate community
Our Solution: Comprehensive Brand Revitalization
- Logo Redesign:
- Created a bold, modern logo featuring a T icon logo with a crown and an adinkra symbol symbolizing the African routes of the restaurant
- Designed variations for different applications (signage, menus, digital platforms)
- Incorporated both English and Chinese text for broad appeal
- Color Palette:
- Introduced a rich, warm palette inspired by African textiles and landscapes
- Included earthy tones and vibrant accents to represent the diversity of African cultures
- Typography:
- Selected a primary font that balances African-inspired curves with modern simplicity
- Chose a complementary Chinese font that harmonizes with the English typeface
- Developed a system for bilingual text presentation
- Pattern and Texture Library:
- Created a set of patterns inspired by traditional African textiles and art
- Designed textures reminiscent of natural materials used in African crafts
- Photography Style:
- Established guidelines for food photography that highlight the vibrancy and authenticity of the dishes
- Developed a style for ambient and lifestyle shots that capture the restaurant’s atmosphere
- Menu Design:
- Redesigned the menu to serve as a visual journey through African cuisine
- Incorporated educational elements about African food culture for Chinese diners
- Environmental Graphics:
- Designed wall graphics and signage that transform the space into an immersive African experience
- Created a cohesive look for both the restaurant and lounge areas
- Brand Voice & Messaging:
- Crafted a warm, inviting tone that educates and excites diners about African cuisine
- Developed key messages that highlight the authenticity and unique dining experience
- Social Media Templates:
- Created a set of templates for consistent branding across Chinese and international social media platforms
- Designed shareable content formats to increase engagement and virality
- Staff Uniforms:
- Designed new uniforms that blend African textiles with contemporary styles
- Created variations for different staff roles and seasons
- Brand Guidelines:
- Compiled a comprehensive bilingual guide for consistent brand application
- Included cultural notes to ensure respectful representation of African cultures
Project results
The brand revitalization significantly elevated Tribe Garden Restaurant’s presence and appeal:
- Customer Growth: 40% increase in Chinese clientele within 3 months of rebranding
- Social Media Engagement: 300% increase in followers and engagement on WeChat and Instagram
- Press Coverage: Featured in 3 major Beijing lifestyle television shows as a “must-visit” destination
- Revenue Increase: 25% boost in overall revenue, with a 50% increase in lounge beverage sales
- Customer Satisfaction: 95% positive feedback on the new ambiance and brand experience
- Cultural Events: Successfully launched a monthly African culture night, consistently sold out
- Staff Retention: 30% improvement in staff retention rate, with employees reporting increased pride in their workplace