As a contemporary food pavilion, PAC10 differentiates itself from local food courts by bringing accessible quality food to all. Housed in 'PAC'IFIC CENTURY PLACE, a new office building in the heart of Jakarta, PAC10 brings together 10 restaurants of colourful delicacies and cuisines. The creative brief was to create a fun, contemporary brand with associations to food/cooking, adding energy and colour to the lives of the office workers in the building and the surrounding CBD area, making them temporarily forget back work and enjoy
From the kitchen to the table, the logo playfully depicts the number '10' as cooking utensils, bringing gastronomical delights to the plate and pair of chopsticks that is the visual identity of the brand. A contemporary, back-to-basic style and colourful palette are remixed to create a fun, dynamic and memorable brand.
The brand design extends itself from just the logo, to the application of an array of collaterals including food packaging, food tray, staff apron, building signages, and more.