Branding & Art Direction
Elevating Brand Identity and Storytelling through Art Direction at Black Sheep Restaurants.
Black Sheep Restaurants is a Hong Kong-based hospitality group known for its unique culinary experiences and thought-provoking narratives. As a Senior Art Director at Black Sheep Restaurants, the primary responsibility was to create and execute visually appealing and impactful branding campaigns across the company's numerous restaurants. The role included graphic design, art direction, and collaboration with talented photographers and videographers to bring each brand's story to life.
GRAPHIC DESIGN AND BRANDING
One of the primary tasks as a Graphic Designer was to design and update menus and branded collaterals for over 30 restaurants. The goal was to create visually stunning designs that were easy to read and navigate for customers. The design elements had to be consistent with the brand's overall tone and voice, which varied from restaurant to restaurant. Each branded material were more than just a list of food items; they were an extension of the restaurant's story and brand identity. The designs had to be in line with the restaurant's theme, location, and cuisine.
ART DIRECTION
Creating a restaurant's brand identity and brand storytelling was another important aspect of my role. Black Sheep Restaurants had numerous restaurants, each with its unique theme and story. This included creating logos, color schemes, tone and voice, social media, websites, and merchandise. The branding had to be consistent with the restaurant's theme and story.
For new restaurants, I would collaborate with the restaurant team to understand the brand's essence and craft a story around it. The branding elements had to align with the brand's narrative and create a cohesive brand identity. For example, a restaurant inspired by the 1960s American diner had to have a retro look and feel. The branding had to reflect the restaurant's essence, from the logo to the merchandise. See case study for Butter Cake Shop.
COLLABORATION
To bring the brand's story to life, collaboration with photographers and videographers was crucial. I had the opportunity to work with talented photographers to create visually stunning food photography that showcased the dishes' unique characteristics and videographers that were responsible for creating content for social media, highlighting the vibe and essence of the restaurant.
The content created had to align with the brand's tone and voice, creating a consistent image for the restaurant, while making it engaging for social media feeds. We worked closely to ensure that the visual elements of the content were in line with the brand's identity and story. Sometimes I got to be a hand model… and eat the food too.
Moments where I got to be a part of fun shoots ->
As a Senior Art Director at Black Sheep Restaurants, I had a truly fulfilling experience working with a team of friendly and passionate individuals. My team quickly became my friends, and I cherish the time spent collaborating and creating together. Moreover, as someone with a love for food, it was an absolute delight to be a part of a company that creates some of the most delicious and innovative dishes in Hong Kong. The food at Black Sheep Restaurants was always a highlight of the experience, and I took pride in creating marketing materials that did justice to the amazing culinary creations.
Overall, my time at Black Sheep Restaurants was an unforgettable experience that allowed me to grow both personally and professionally. I will always look back fondly on my time there and the amazing people and food that made it so special.
If you're ready to take your restaurant to the next level and create a memorable dining experience for your customers, contact me today. Let's work together to bring your vision to life and make your restaurant stand out in a crowded market.