FAMALAND is an immersive event space for arts, music, drinks, food, wellness, entertainment and comedy that aims to drive positive impact and bring joy to Hong Kong. After splitting from their former collaboration partner, FAMALAND needed a rebrand to take them in a new direction. They wanted to attract a more youthful crowd and to have an edgier vibe.
We created an identity that would allow for each area of the restaurant to be unique yet still be connected with the overall brand. The visual identity uses text cloud and highlighting. The text clouds are used to list out all the core values of FAMALAND and the highlighter is used to bring attention to the most important word of the cloud. We also worked closely with the interior designer to make sure the physical space and the identity were aligned throughout. We wanted to let the history of PMQ show through and so the design was purposely unpolished and featured raw concrete.