When we build a brand, we don’t do it alone. We foster an environment for creative collaboration. With Hawkers, we had numerous meetings and discussions with all stakeholders before starting to develop the brand identity.
From the time when Hawkers settled on their original location in Orlando, we would work with the team to hash out the essence of the Hawkers experience, while sitting in the empty restaurant that would transform into Hawkers. We conducted our research into Southeast Asian street cuisine and presented a creative brief focusing on the “eat the streets” motto which would become a cornerstone of the Hawkers experience.
Logo and Alternates
During our initial logo explorations, we began trying out Chinese hanzi characters to represent Hawkers. Eventually, we made an “H” stylized to look like a hanzi character.
It looked similar to a hawker holding his wares, so we adjusted it to make it more apparent, and the Hawkers pictograph was born. During the logo process, we went form a brush-style to a mcuh simpler iteration, both seen below:
The primary Hawkers logo
We settled on a core color palette of Fire (orange), Charcoal (dark gray), Chili (red), and Steel (light gray). These colors were chosen to evoke the feeling of street food, from the open flame to the charcoal and stainless steel of cookware and street carts, to the vibrant red of chilis common to many Southeast Asian regional street food dishes.
“Eat the Streets”
Hawkers was meant to bring the unique experience of Southeast Asian street food to Orlando—and eventually, far beyond. To that end, we developed the initial brand campaign and slogan: “Eat the Streets”. “Eat the Streets” is about transposing the vibrand and tangible experiences of Southeast Asian street food culture to a restaurant evnironment.
What is “eat the streets” all about?
The “eat the streets” experience is about bringing the streets to you. It’s about evoking the neon signage at hawker carts centers, the cacophony of the crowds in market streets, the textures of the stainless steel and charcoal, and the fusion of cuisines and cultures, in every bite.
How did we evoke the street food experience?
We proposed bringing the streets inside in unexpected and delightful ways that would create story and inspire curiosity inside each restaurant location. We took some of the staples of the Southeast Asian street food experience and turned them into graphics. These are just a few of the examples.
For the original Hawkers location, we focused on printed graphics with simple to execute applications. Street hawker stands and hawker centers primarily depend on printed materials, such as fliers, table tents, tissues, and napkins.
We created a library of illustrations for use in printed materials that Hawkers could deploy as needed. We did this so that Hawkers could subtly change up the look and feel of their first location by simply changing items like napkins or table tents. See some of the early table tent illustrations here:
We prepared a variety of graphics based on themes blending traditional and modern graphic styles.
For the original location, the graphics would be limited to several applications, such as boards set on the walls and vinyl wall graphics. By mixing from several of the graphic styles we created, it would allow for a more dynamic and varied look and feel for the restaurant.