Jade Court
A celebrated Cantonese restaurant in the heart of Hyde Park in Chicago.
The client came to us with a goal of completely rebranding a Chinese restaurant that has been a staple in University Village for years. Their goals were to keep a traditional vibe mixed with an updated twist, so we delivered exactly that for them.
Brand Evolution
UI/UX Design
Creative Direction
Brand System
Our new creative direction started with the notion of traditional Chinese elements, coupled with a more youthful fresh take on a restaurant brand. We wanted to mix these two elements as our client is a second generation restauranteur that is rooted in both worlds.
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Order the Toronto Fried rice, it's an off menu secret item that's more than worth a taste.
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We leaned into the color of red and green to bring this brand to life. Red is the predominant color used in the east, and the green color leans on thousands of years of cultural significance. Jade was also often treated as a royal gemstone, the symbol of the royal family and nobility. In Chinese, Jade is called 玉 or yù, which has a close relation to the character 王 (wáng), the Chinese word for ‘Emperor”.
We're thrilled to see the restaurant branding in action in Chicago. The restaurant was able to to shine through the dark times of Covid and continues to bring tasty Chinese cuisine to the residents of Hyde Park as well as neighboring areas of Chicago.
