client

Chowking

services
Wok Culture taking over

The pandemic changed many things, one of them being the way we consume. While junk food remains an appealing option for many due to its convenience, people are beginning to seek alternatives - less junk, more real food.

As the appetite for new and diverse dining options grows (yes, even in fast food), Chowking, a beloved Filipino quick-service restaurant serving Chinese-inspired meals, saw the chance to kickstart a movement and needed a bold identity to symbolize this change. Burgers and fries, beware!

Window decal with the text: “When words aren’t enough, speak through blooms. Freshly cut, arranged with heart.”
Logo for “hamsa Flowers & Objects” in white text on a muted green background, with a small yellow leaf detail on the letter “m.”
our approach

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.

Two photos of floral-themed stationery: left, a green card reading “Speak Through Blooms” with the hamsa logo; right, an open envelope with floral cards inside on a bed of leaves.

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.

Person holding blue-green flower packaging bag with subtle pattern and logo.
White floral logo symbol on blurred background of delicate poppy flowers with soft blue sky.
the result

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.

Laptop on a round beige table showing a website menu with links: Home, Shop, Sustainability, Our story, Locations, Contact, Career.
Smartphone and tablet showing website login and account creation pages with fashion images.
Woman holding a vintage floral clutch purse with a gold clasp, wearing a floral print sleeve blouse.
Two tablets showing sustainable fashion site: checkout form on left, brand values and info on right, clean modern UI.
our approach

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.

Fashion model holding clutch next to site text: “Redefining Luxury Through Mindfulness” with a “Shop Consciously” button.
Website pages showing brand values, Dubai store location on map, and FAQ contact form for Sahar Karmostaji brand.
Woman holding ornate clutch purse; next to it, a curled sheet of brown leather on a white surface.

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.

Black-and-white compass design with spiral shape, intricate details on a white background.
Abstract black-and-white artwork of two stylized women in flowing garments with geometric shapes and compass motif.
Abstract black-and-white artwork of two stylized women facing away with geometric shapes and compass details.
Abstract grayscale artwork with geometric shapes framing a figure and circular decorative elements on sides.
Abstract grayscale artwork showing hands surrounding a detailed circular pattern with geometric shapes around it.
Abstract grayscale bird flying with geometric shapes and a circular pattern in the background.
E-commerce page showing mindful collection with green and blue bags, filters for sorting, and categories on the left.
Green satin clutch with gold decorative clasp shown solo and held by a woman in a patterned blouse.
Smartphone displaying green clutch details and thumbnails on a clean, minimal online store product page.
the result

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.

Amal Murad modest fashion brand collateral: mobile site, business cards, branded paper, and iPad with product listings. Light, elegant layout.
Woman in a white abaya stands confidently on a light background. Large headline: “Beautifully-Designed, Timeless Abayas.” Subtle patterned paper at left. Minimal, elegant branding.
our approach

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.

Beige canvas tote bag with the phrase: “Awe-inspiring Fashion For Every Woman, no matter their background.” Minimal logo printed above.
Black business card with “AMAL MURAD” in white text, placed on smooth brown satin fabric.
Grid of branding elements for “AMAL MURAD” on the left, including logos and labels in gray tones. On the right, a woman stands in a beige abaya with “AMAL MURAD” branding and tagline overlaid in black text.

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.

Laptop displaying AMAL MURAD’s website homepage. The site shows a woman in a light mauve abaya and the headline “Bringing Out The Beauty In Modesty” on a clean, white background.
Product tag for AMAL MURAD resting on a blush surface next to a pink dried flower. The tag lists garment details and brand values in a simple, elegant font. Soft shadows and natural light add a delicate touch.
the result

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.

Colorful product tags hanging from a green garment sleeve and a model wearing a light gray outfit, standing against a pink background.
Laptop showing a fashion website next to colorful brand stickers spilling from a clear pouch on a pink background.KHAT brand logo in large yellow on purple background with tagline: “modest wear for the bold, brave, and beautiful.”
our approach

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.

Two photos of a woman in modest fashion on orange and pink backgrounds with text about KHAT’s mission and bold style.
Pattern of repeating white “KHAT” logos on a blue background, showing the brand’s distinctive typeface and style.
Woman in light grey abaya with Arabic word “خط” in blue, pink, and green squares overlayed across the center of the image.
Two women in black and white coats sit back to back outdoors, with a semi-transparent collage of a woman in gold and blue overlayed.
Vibrant orange and pink minimalist business cards with bold branding for 'Khatline.com' and 'Khat' modest wear.
the result

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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