Ocean Empire Menu
Branding, Print
2017, BA Individual Assignment
Ocean Empire established in 1992. It is a local fast food restaurant in Hong Kong and its main product is Guangdong Congee. There is a sub-brand called Ocean Empire JPone as well.
This rebranding project aims to find out the similarities and differences between their brand core values by internal and external. Then redesign their menu to show their brand core values.
It is found that Traditional and Localization are the main brand core values of Ocean Empire. The new menu aims to express “Back to the Plebeian” and “Promote Tradition and Hong Kong”.
Therefore, the menu will use Chinese Calligraphy & elements of Mobile stalls (Colour scheme and Price Sign Board) as the main design elements. It uses stitched binding to emphasis traditional as well.
