As an underdog in the QSR game, we knew we needed something revolutionary - something that could challenge the giants of fast food. Every movement needs a symbol, and for Chowking, it’s the wok: a cooking utensil used in nearly every Chinese household, representing home cooking and standing as the opposite of the super-processed fast food we’re all used to.
Taking cues from a certain phenomenon happening in the West, we created the "Wok Culture" movement as the heart of this rebrand, symbolizing a fresher, more exciting, and tastier fast-food experience brought to life through the Chinese-influenced meals that Chowking offers.
We came up with a visual language that is bold and daring, yet cheeky enough to add a layer of personality to the brand, through a combination in-your-face typography and witty tone of voice that highlights the excitement and deep flavours commonly associated with Chinese cooking.
The logotype got a modern makeover while keeping the Chinese character as a tribute to the legacy that made Chowking the beloved brand it is today. We also designed a stamp of approval featuring a wok, a symbol prominent in traditional Chinese designs encircled by the phrase "STAY WOK’ED," representing this bold new movement.
More than two decades after entering the UAE market, this rebrand is helping Chowking continue its growth, with new branches still opening - most recently at Ibn Battuta, the region's largest themed shopping mall.
A favorite among both locals and tourists, Chowking has become the go-to spot for those seeking something different from typical fast food. With its unique blend of flavors and exciting menu, it offers a refreshing alternative for diners looking to break free from the ordinary.
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