TAO
Pan-Asian restaurant identity, menus, packaging and digital experiences
- Client
- TAO Pan Asian Cuisine
- Year
- 2021
- Role
- Lead Designer
- Scope
- Brand Identity · Menus · Packaging · Campaigns · Digital
I led TAO’s brand refresh, developing a cohesive visual identity that extended from its logo to menus, packaging, social campaigns, and a landing page.
The goal was to create a distinctive brand experience that felt consistent across every guest touchpoint.
The identity, colour palette, and menu designs remain in use today.
Calligraphy
as the link
With multiple perspectives shaping the project, the challenge was to establish one clear creative direction that captured TAO’s Pan-Asian character.
I developed a visual identity inspired by expressive, brush-like calligraphy, using it as a unifying element across the brand. Black and gold introduced a premium feel, while vibrant colours and graphic textures brought warmth and personality to the wider experience.
The result was a flexible identity designed to feel unmistakably TAO across every application.
One identity,
every menu
I designed one main menu and various additional one-page menus, creating a consistent visual system that accommodated different dining experiences while maintaining TAO’s distinct personality.
Beyond
the menu
From table tents to promotional standees, I extended TAO’s visual identity into physical touchpoints that brought campaigns, offers, and new launches directly to guests.
The brand,
to go
I developed designs for packaging items, including takeaway boxes, bags, chopstick sleeves, and butter paper, carrying TAO’s identity beyond the restaurant and into the everyday guest experience.
A consistent
digital presence
I translated TAO’s visual identity into social media content and promotional campaigns, creating a recognizable brand presence across digital touchpoints.
Taking TAO
online
I designed a landing page that brought TAO’s identity into a digital experience, maintaining consistency in typography, colour, and visual direction.
