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CHARM Identity Design

Client: AGG Holdings Limited

CHARM is a new brand that was created as a brand extension to Charmant, an award-winning full-scale dine-in restaurant in Shanghai serving Taiwanese cuisine. The idea behind CHARM is to bring the same high quality and healthy food to more consumers by providing a more economically accessible product, in a clean and modern environment.

The project based in Wuhan, a second tier city in China which has experienced significant growth, however generally lacks access to international brands and influences. Beamy Creative was tasked with creating the entire identity design system including the interior design of CHARM. We then proceeded with CHARM's advertising and promotional collateral by implementing bright and cheerful color schemes combined with interesting typographic and photographic styles.

We created a brand image that is casual, friendly yet inspires high confidence in the quality of the products. The restaurant has since attracted many curious customers, both local and foreign, of different age groups and gender. And many has become regular patrons of the establishment. Beamy Creative is now in the process of designing CHARM's flagship restaurant and its promotional campaign for 2012.

Team Members

Creative Director: Ronn Lee, Design Director: IV Toh, Business Director: Yutien Peng, Copywriter: Phoebe Yeh, Photographer: Allan Tan


branding Branding & Visual Identity Design CHARM Fast Casual Restaurant china Environmental Graphics Food and beverage Graphic design Interior Design Noodle Bar Packaging design Shanghai Taiwanese Cuisine Wuhan

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