CURRENT project

*:・ﾟ✧ Artistic direction ✧ * :・ﾟ

Since June 2023, I have had the pleasure of working as the Artistic Director for the creation of Croque restaurant, located in central Hong Kong. This report encapsulates the journey from conceptualization to implementation of the restaurant's entire graphic charter, encompassing digital and physical assets, as well as their integration into social media platforms. The unique challenge of infusing French influences within the dynamic and international setting of Hong Kong while maintaining a playful, fast-food aesthetic has been both stimulating and rewarding.

Conceptualization and Research: The project began with extensive research into both French culinary traditions and contemporary Asian design trends. Mood boards were created to explore the fusion of these elements, ensuring a harmonious balance between French sophistication and the vibrancy of Hong Kong's urban landscape.

Logo Design and Brand Identity: The cornerstone of the graphic charter was the creation of a versatile and memorable logo that encapsulated the essence of Croque. Drawing inspiration from traditional French typography and playful illustrations, the logo symbolizes the fusion of culinary cultures. A carefully curated color palette, combining classic French hues with bold, modern tones, was established to evoke a sense of energy and excitement.

Graphic Elements and Illustrations: Custom graphics and illustrations were developed to enhance the brand's visual identity across various touchpoints. These elements, infused with whimsy and charm, were utilized on menus, packaging, and promotional materials to create a cohesive and engaging experience for customers.

Digital and Social Media Integration: The digital realm presented an opportunity to amplify Croque's brand presence and connect with a diverse audience. Social media platforms were leveraged to showcase the restaurant's unique offerings, with eye-catching visuals and engaging content capturing the attention of potential patrons. Consistent branding across digital assets ensured a seamless transition from online to offline experiences.

Physical Assets and Marketing Collateral: From menu design to billboard advertisements, every physical asset was meticulously crafted to reflect Croque's identity. Contact cards, posters, and packaging were designed with a focus on both aesthetic appeal and practicality, ensuring maximum impact in a bustling urban environment.

In conclusion, the mission to establish Croque restaurant's graphic charter has been a journey marked by creativity, innovation, and collaboration. By embracing the challenges of blending French influences with the dynamic spirit of Hong Kong, we have created a brand that is both distinctive and compelling. As Croque continues to evolve and thrive in the competitive culinary landscape, I am confident that its bright future will be a testament to the success of this endeavor.

Acknowledgments: I would like to express my gratitude to the team at Croque for their unwavering support and enthusiasm throughout this project. Additionally, I extend my thanks to all stakeholders involved for their valuable contributions and insights.

This report serves as a comprehensive documentation of the mission undertaken and sets the stage for continued growth and success in the future.

How to present the most by showing the least.

Nikilëe㊰ is a Paris-based studio that creates high quality designs for scheid and unique visual identities. The studio seeks a balance between functionality, aesthetics and modernity by focusing on the values and creative DNA of a brand.

We based the identity on the cleanliness of the form, the balance between purity and kitsch and the display of the content. The design, in its simplicity, is elegant but playful. With its class and sensitivity, it allows your brand to deliver a clear and unforgettable message - offering a full range of projects, while guiding the audience and providing only the necessary information.