Rebranding for a New York City Chinese restaurant, Cafe China. A traditional Sichuan menu paired with wine & cocktails is complemented by 1930s Shanghai decor.
Café China was opened by Xian Zhang and his wife, Yiming Wang. Ms. Wang was in charge of the décor, meant to evoke Shanghai before World War II. They are both huge fans of old Shanghai movies, naming some of their significant cocktails with actual movie titles.
The theme of ‘movie’ is the main concept of my rebranding for the restaurant. I divided the menu into four categories: romance, drama, action, fantasy. Then I categorized the foods by the levels of their spiciness. And for the cocktail menus, each individual menu is in the shape of an actual movie ticket, with its very own iconic movie lines on the back. Letting the customers engage in not only the cocktail itself, but also the story behind it.
