CLEO'S

Working in a closely knit team of designers, production specialists, art directors, and on-site photographers, the priority of Cleo's was to ensure a cohesive adaptation of the traditional Americana aesthetic through all deliverables. Extensive research was done on traditional diner branding and printing techniques to give all physical deliverables an aged-feel that felt organic, rather than an afterthought.

Adapting these aesthetics and cultural reference points for a Hong Kong audience required a delicate balance of vintage grit and contemporary polishing. The Sheung Wan district of Hong Kong is filled with vibrant, old architecture that has aged with it's community. With Cleo's sitting in the heart of it, we had to ensure the brand experience on-and-offline felt like a natural inclusion to the area.

After aligning on a primary and secondary colour palette that felt complimentary to the Cleo's on-site interior space, we worked from the menu-outwards. Culinary excellence is at the heart of the Cleo's brand experience, and all roads had to lead back to that factor.

Staff uniforms and merchandise were inspired by American workwear, utilizing gritty textures as an extension of the brand identity rather than a technical constraint. The website, featuring bold colours and interactrive hover components, acts as the most contemporary factor in the entire brand experience. Prioritizing the stunning photography executed by our team was a key component to the website's overall navigation and user experience.