Branding for The Peterboro, a casual restaurant nestled in Detroit's Historic Chinatown featuring Brian Wong's Chinese American cuisine.
The dragon head was introduced via stickers placed around Detroit and abroad accompanied with the hashtag #SpotTheRedDragon. A typographic system was developed to hint at the calligraphic tradition of East Asia. Among the printed materials were letterpress printed business cards, frosted cocktail glasses employing the Peterboro typeface and placemat menus featuring an original dragon illustration by Eugene Carland.
The restaurant opened to very positive reviews and a consumer base very excited to see activity in a long dormant area of the city.