Rebranding a restaurant and bar in Toronto’s SoHo Metropolitan Hotel for renowned chef Susur Lee’s latest dining concept. The assignment was to create a new brand that visually represented the restaurant’s modern take on authentic dim sum, embracing both traditional Chinese culture as well as the contemporary fusion that Susur Lee is famous for.
Our approach was a playful interpretation of the past and present. The logo, vintage illustrations and associated collateral are stylized riffs on those from family restaurants of generations past. The logo design incorporates a custom font and the Cantonese symbols affiliated with the brand to create an identity that is at once contemporary and classic.
The new restaurant and associated branding created a highly desirable destination for hotel guests and Toronto foodies alike, proving especially popular for brunch as well as a late night hotspot.