Happy Dragon Restaurant Identity

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Created: 01/14/13
Last Edited: 04/11/13
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Description
Objective:
My goal was to conceptualize an original restaurant and its branding identity in camp style, which celebrates exaggeration. Happy Dragon serves the best homemade noodles in the city and attracts both locals and tourists. Their menu includes innovative flavor combinations and unique cocktails. The lively decor and shared tables promote conversation and meeting new people. The restaurant also promotes creativity via a gallery area (complete with campy theme each month) and paper tablecloths with drawing tools.

Audience:
The restaurant is located near a university in an eclectic, artistic neighborhood. Customers are locals and tourists, both male and female, ages 18 to 50, college-educated (including current students), and middle- to upper-income brackets. They are often creative, liberal, globally-minded, and adventurous.

Outcomes:
Contrasting the typically menacing idea of a dragon with a bright, friendly graphic gives the restaurant identity a sense of whimsy. The creature’s jagged teeth curl into a huge smile...this is a fun dining experience that encourages creativity and community.

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