Swire’s had recently completed their expansion in Quarry Bay and wanted to expand the appeal of Quarry Bay beyond usual 9-5 business hours by creating new retail options and restaurants. Mr & Mrs Fox is a new three-story bar, restaurant and private dining experience in Taikoo Place. Mr & Mrs Fox needed a visual identity that would engage its customers not only in its food, but also in a story.
kith&kin was asked to design a visual identity that would fit around the chosen name and story inspired by The Fantastic Mr Fox.
Process & Design
The ground floor of the restaurant represents Mrs Fox whereas the first floor represents Mr Fox. Therefore our challenge was to create a visual identity that allowed both Mr and Mrs Fox to be unique yet familiar at the same time. We did this by keeping the same type for both of the menus but the menu covers were different materials and included different details. Mr Fox’s sophistication was personified using full grain leather menu cover. Mrs Fox’s cocktail menu book was designed to look like her personal notebook by including hand-drawn elements.
For the logo, we used a grid system to create all the animal faces, which ensured that the animal elements in the identity were easily recognised as being part of the same family.
Referencing the fairy tales and pubs of Britain's industrial age we created the world of Mr & Mrs Fox within the restaurant. We worked with interior design team Charlie & Rose to bring the visual identity to life. Together, we drew from old industrial British design and chose rustic design elements that make it feel like these components had truly lived in this world. We created an immersive experience that highly contrasted from the business district the restaurant is located in. From sourcing aged timber from Swire's own dockyard for our hand-made menu boards to illustrating storybook menus you can take home with you, we went the extra mile to deliver a memorable customer experience. kith&kin also created a series of event posters, each with a playful interpretation of the fox characters.
Mr & Mrs Fox has become a cornerstone F&B concept in the region and has successfully brought high foot traffic to the Quarry Bay area outside of 9-5.