åƒ chÄ« canteen
The Brief:Design a logo for an upcoming Chinese restaurant, called åƒ chÄ« canteen.A Note: We intend to work with the winning logo designer to build an eventual design toolkit (budget of up to US$4,000), which will include templates of calling cards, menu, posters, flyers, signage, uniform, carrier bags, etc. The Concept:The Chinese character åƒ, pronounced chÄ«, means â€” â€œeatâ€. It sounds like the tail-end of â€œteacherâ€... â€” â€œcherâ€. åƒ chÄ« canteen is where you can very simply, chÄ« canteen-style Chinese food. Itâ€™s inspired by mixed rice stalls â€” the Chinese version of fast food, which are common in South East Asia. Just pick the dishes you want over your rice, pay at the counter, and dig in.Our idea is to bring the same authentic (Asian) Chinese food to... a certain city, much like Gotham, but to do it classily â€” without the swank that makes it inaccessible, and without the grittiness that makes it just another chop suey restaurant.The Theme:The rice bowl is associated predominantly with the Chinese culture. Naturally, at åƒ chÄ« canteen, the rice bowl (blue & white porcelain) takes centre-stage â€” both in theme and dÃ©cor, and in the way we serve our food. Although, the allusion to being a Chinese restaurant is apparent in the theme; åƒ chÄ« canteen avoids kitsch Chinese iconography like lanterns, dragons, fortune cookies, peonies, and... Chairman Mao. Meanwhile, long tables and benches make eating at åƒ chÄ« canteen; a casual, modern, unintimidating, and communal experience.The One-liner Brief for Lazy Readers: A modern wordmark or pictorial logo for åƒ chÄ« canteen, a cafeteria-style Chinese restaurant that dishes out complete meals in rice bowls.Thanks for your time!