Second Draft

A celebration of local colonial cuisine, creating a destination that is uniquely Hong Kong.
Visual Identity

Second Draft

A celebration of local colonial cuisine, creating a destination that is uniquely Hong Kong.
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Challenge

Second Draft is a friendly new craft beer gastropub in Tai Hang, Hong Kong for the community to congregate, socialize or simply spend their day. They wanted to develop a visual identity that reflects the fundamental aspects of a traditional Hong Kong Cha Chaan Teng (Local Tea House).

Solution

kith&kin designed a visual identity that envisions what a Cha Chaan Teng would look like in the mid 21st century. We wanted to pay homage to colonial Hong Kong in the 1960s and 1970s.

For design inspiration, we visited the Hong Kong Maritime Museum and explored the graphical and typographical elements used in old Hong Kong design and aesthetics. Both the menu and tap handles used similar design elements to tie everything together.

Overall, Second Draft's identity, just like their food, is our interpretation of where colonial Hong Kong meets traditional gastropub.

Impact

Second Draft has become a landmark restaurant in the Tai Hang neighbourhood. They are now a key space for new craft beer launches and were one of the first locations on Hong Kong island to start hosting beer launch events.

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Location

Hong Kong

Sector

Hospitality

Release Year

2016

Credits

Paul Gellinas
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