Formed in 1997 Think Asia is a restaurant group offering cuisines from across South East Asia in a friendly, relaxed environment. Described as a major player in the Melbourne Asian food scene, Think Asia engaged Principle Design to craft a new identity which reflects Think Asia’s authentic yet contemporary food.
Inspired by both the delicate geometric shapes etched into Asian latticework and the abrasive neon signage that line Asian city streets we devised an elegant linear visual system. The logotype was extended into a bespoke supporting typeface which in turn inspired a set of intricate patterns to create an extensive brand language.
The visual language was translated into external and internal neon signage, uniforms and packaging.
