Brand strategy, visual identity and communication for a new restaurant


At EAT, foodies can enjoy classic European bistro fare alongside Chinese cuisine at its best. Behind the restaurant are the founders of Michelin-starred Lux Stockholm. 


The dining scene in Stockholm is a tough market, and after the founders’ two latest successful restaurant openings, expectations were sky high. The dining experience had to be unlike any other in the city. We created a brand platform based on a brand character of a peculiar Hong Kong citizen with a burning passion for the 1960’s. She has a strong, colourful personality and is very inspired by the west. Her ego is big, unexpected and twisted.


With this in mind, our ambition was to create a design unlike anything you’ve seen before – a design that dares to be imperfect and playful, almost inviting you to make your own corrections. We used odd copywriting and materials, unexpected patterns and choice of colours. The goal was to find a balance between the obviously attractive and the strange and peculiar. 


EAT has been nominated in Eurobest and Restaurant & Bar Design Awards in England and won Svenska Designpriset and Månadens Design in Resumé.