Our partnership with Ming Fat House continues with another opening, Eat Darling Eat. The dessert-focused restaurant reimagines classic Chinese sweets with a twist, giving quintessential local desserts a modern makeover. Their goal is to do something that’s never been done before by blurring the lines of nostalgia and innovation. They needed to successfully open their restaurant with a personality that matches their eccentric F&B offerings.
Process & Design
We worked with Ming Fat House through branding strategy workshops to better understand how their innovative food concept could be translated into a visual identity. A key insight from the workshop was that at Eat Darling Eat, food is art. As such, we looked into creating an impossible trident that mimics a fork. The “impossible fork” is a juxtaposition of the quirky flavour combos found at Eat Darling Eat. It is also a visual representation of the brand’s mission: to always surprise, explore and break barriers. We paired the logomark with a splash of neon and pastels to contrast the concrete-heavy environment.
Another important factor in the new identity is food photography. Since Eat Darling Eat expresses their dishes in an exuberant way, we saw this as an opportunity to differentiate from other dessert outlets by showcasing the dishes in a contemporary, artistic manner. The flat, vibrant background is combined with minimal props, allowing the desserts to be our heroes.
With an extensive savoury and beverage program as support, there is something to love at Eat Darling Eat for everyone. Each guest is encouraged to rediscover an old favourite and discover new flavours at the same time, creating loving memories through taste. The result is a stepping stone into a little known cuisine steeped in history.