Uldana Z. Brand & Visual Designer

The Wok x Hedonist

Brand identities for two restaurant concepts within the same hospitality group

ART DIRECTION

BRAND IDENTITY

BRAND APPLICATIONS

PACKAGING

The Wok x Hedonist

Brand identities for two restaurant concepts within the same hospitality group

ART DIRECTION

BRAND IDENTITY

BRAND APPLICATIONS

PACKAGING

I was asked to develop the branding for two restaurant concepts within the same hospitality group, each with its own audience, positioning and dining experience. Both were substantial, full-scale projects that required a complete set of brand materials to support their launch in some of the city’s busiest and most prominent locations.

The Wok

The Wok is a new Asian noodle café concept aimed at a young, dynamic and style-conscious urban audience. Located in some of the city’s busiest areas, it offers a wide variety of Asian noodle dishes with vegetables, meat, fish and seafood.

Hedonist

The owners of the restaurant drew inspiration from the story of Zhambyl, the great Kazakh composer and musician, and his travels to Europe, where he performed and introduced his musical poems of the steppe to the Western world.

Brand Guidelines

For the visual direction I was combining the urban energy of a big city with a Chinatown-inspired vibe. The goal was to make it feel fun, catchy and modern, while clearly referencing Asian street-food culture.

The goal was to create a Mediterranean restaurant identity that combined a sense of local heritage with a refined, European-influenced atmosphere — elegant, expressive and rich in character.

Graphic Elements & Imagery

Brand Applications

The Wok packaging, apparel and merchandise

Brand Implementation

The Wok signage and staff uniforms in store — The signage and staff uniforms were implemented and featured at one of the city’s well-known department stores.

Hedonist signage and service — Hedonist successfully opened it’s doors on one of Almaty’s most lively streets, with its metal signage giving the restaurant a strong visual presence. Offering it’s guests a refined, warm and Mediterranean-inspired dining experience.

Next project

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