TANG+
Restaurant Branding
Project
Branding
Location
China
Tang+ is a new restaurant concept from Grandma’s Kitchen, a fast-casual environment that focuses on traditional Chinese soup.
汤+是一个外婆家厨房的新餐厅概念，一个专注与传统中式汤的快餐品牌。
Creative Direction
VI Design
Copywriting
Our approach combined traditional research and social media listening tools to gain insight into young Chinese professional’s relationship and sentiment towards traditional soup.
我们的方法结合了传统研究和社交媒体聆听工具，以洞察年轻的中国专业人士对传统汤的关系和情感。
The final brand experience execution presents a traditional Chinese apothecary, a place to go for a pick me up at anytime of day.
Traditional remedies for the aliments of modern life.
最后的品牌体验执行呈现的是一个传统的中国药店，一个可以随时来接我的地方。
现代生活营养的传统疗法。
A little more background on the project. Traditional Chinese soups hold a special place in the hearts of many young Chinese professionals, although international with style, Chinese culture is still super important. These soups are not just nourishing meals but also carriers of tradition, passed down through generations. For many, they have feelings of warmth, comfort, and nostalgia, reminding them of family gatherings and cultural heritage – something that is snowballing.
Despite the rapid pace of modern life, young Chinese professionals often prioritize incorporating traditional soups into their diets (at least some do!) They see these soups as a connection to their roots, a way to stay grounded amidst the hustle and bustle of urban living. Moreover, many believe in the health benefits associated with these soups, considering them to be both nutritious and revitalizing. During our research we loved this soup example (now updated)
However, when creating a brand, it’s important to recognize that attitudes towards traditional soups may vary among individuals. While some embrace them wholeheartedly, others may view them with less enthusiasm, preferring more contemporary culinary options. Nonetheless, even those who may not consume traditional soups regularly still hold respect for their cultural significance.
