Projects

TUK CHO

Brief

Mitchells & Butlers emerging concept division commissioned They.Create to design and develop the brand identity and all offline creative for its new Asian street food market concept - TUK CHỢ.

Mitchells & Butlers required a brand identity that would become synonymous within the M&B group, clearly differentiating this offering from its many other brands.

Aimed at the entry level to Asian eating, the logo had to embody the excitement, fun, discovery and chaos of Asia and its street food culture.

Outcome

Working with the brand tone of voice document already created by Passion brands, we began developing a series of logos and marks that represented fun, travel and food with the vibrant colours associated with Asia.

The graphic approach to designing the identity was to first capture the essence of discovery and travel through the creation of a rubber stamp, similar to those used by border authorities throughout Asia.

Once this was achieved, we began developing an accompanying device to lock up the type into a passport style stamp.

TUK CHỢ’s colour palette is bright, vivid and strong; representative of the fresh, colourful and vibrant appearance of produce used throughout Asia and in TUK CHỢ.

The final logo was developed with 3 differentials. They were, a stripped down version with no lock up device for the external signage, a version using a stamp lock up device for all POS and online comms and finally a signifying mark that could be used by itself as an extension of the main logo. 

View TUK CHO