Chopstix Group is an Oriental quick-service restaurant brand with over 50 sites across the UK and Ireland. Over recent years the company has grown at a rapid pace and the owners were looking for a bright and vibrant brand refresh to better reflect the brand’s current position as progressive market leaders.
The nature of the business meant that the branding exercise had to cater for a wide variety of touch points, ranging from point of sale and restaurant signage, to social media and web presence. The updated designs had to be extremely versatile as a result. And it was also important to retain some of the existing brand elements that had become synonymous with the company’s identity to add some continuity.
The solution was to clean up the company logo and create a chopsticks icon that could be utilised as a visual abbreviation for scenarios such as social media and motorway signage. Full brand guidelines were developed and distributed to franchisees to bring a level of consistency and uniformity to the outlets that hadn’t been in place before. The new branding was rolled out across packaging, point of sale and restaurant decor, to streamline the customer process and enhance the Chopstix experience. The 6rs team also oversaw the photography of products and other brand elements to ensure a clear art direction was maintained and aligned with the new identity.
Across all touch points, the new Chopstix branding is bright and energetic, carrying some of the existing elements and integrating them in to a new modern style. The website had to cater for the growing online demand and the responsive site features interactive menus, a store finder and nutritional information pages, as well as a content management system for the Chopstix team to update offers and content on a regular basis.
Deliverables included logo design, business stationery, brand guidelines development, packaging design, point of sale and signage, B2B and B2C marketing collateral, bespoke illustration and website design and development.