Bluegg helps MasterChef finalists create Hokkei takeaway brand
Digital design company Bluegg has worked with two Masterchef finalists to create a complete brand strategy for their Asian-inspired takeaway business Hokkei.
Bluegg spent six months working with chefs and entrepreneurs Larkin Cen and Dale Williams to develop the brand identity for the ‘game changing’ takeaway, which is based on fresh ingredients with no artificial additives.
Before working on the identity the agency ran a taster pop-up at the Celtic Manor Resort in Newport, before developing an identity, packaging and brand application ahead of the opening of Hokkei's stand-alone takeaway in Cardiff.
The team also provided consultancy for the planning, management and delivery of the Hokkei project, working closely with interior contractors, architects, printers and IT specialists ahead of opening.
Bluegg’s creative director, Tom Lloyd explained the approach the agency took to the uncoventional brand. “One of the first conversations we had with Dale was about the experience of ordering a Chinese takeaway. We’ve all opened a menu, seen all the choices and settled for one of our favourite four, then felt guilty and bloated after eating it.
“Hokkei is a game changer in this industry and we wanted to focus on the quality ingredients, the fact it doesn’t use MSG, and the unique techniques like triple cooking, ice filtration, cold infusions and pressure frying. We had to communicate that to customers in a friendly and inviting way. It’s a different kind of takeaway and the design and brand language needed to reflect that, without being pretentious.”
To link the Hokkei brand to its Asian roots Bluegg used a slanted ‘tittle’ on the letter ‘i’ as a nod to the traditional Asian chef’s knife and the method of ‘bias slicing’ ingredients on a 45 degree angle, often used in oriental cooking.