During the years of uncertainty surrounding the restaurant industry, we worked closely with the owners of the Vietnamese American restaurant Di An Di in Brooklyn, NY to develop a brand identity for their takeout business, as well as establish an in-house goods market. The assignment was to refresh the identity and survive the pandemic, by staying nimble and adapting to the crisis.
There's been an increase in asian hate crimes across the country these past few years, as well as an immense loss of business for asian restaurants all over. What began as a brand update project became a response to the crisis, by inspiring us to update the identity with positive colors and vibes, while celebrating the brand's Vietnamese roots, in a very New York way.
The hard seltzer collaboration in partnership with Lunar Drinks was developed as a message that even if just momentary, an escape from the heaviness of our lives and a welcomed moment to share the delight and complexity of asian flavors. The approach was to go big, to not hide, finding strength in community, and representation in this country. Work includes logos, website, packaging, collateral, photos and illustrations.
Considering hundreds of thousands of businesses are estimated to have closed because of the lockdown, the fact the Di An Di not only survived but thrived speaks volumes. Highlights include the Lunar hard seltzer collaboration being a smashing success, being named one of the 38 essential restaurants in New York by Eater, and a notable mention as a 2021 New York New MICHELIN Plate.