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FOOD VENUE: Xbento

xingyu zhong
Apr 11, 2018
2 min read

In the spring break, we got a new project to brand a worldwide street food venue. It required us to brand it to have a menue with food from different countries. It was hard for me to think of different food names of different countries since I barely eat outside. What I could think of and also would like to eat outside were my favorite Ansian food, the authentic Asian food but not the American Ansian food. Then I thought of the bento box that we usually have in Asian countries. I thought it would be a perfect concept to hold different Asian foods together.

Here are the mood boards and tone words of the brand.

The idea of the brand was to have different Asian foods in a bento box. I like the food art in bento box a lot. I found so many pictures of bento with different and beautiful arrangement of the food. That inspired me that it would be a cool idea to have a delicious, good looking and suprising bento. That was how the name Xbento came up (actually I first used Xbox but found out that was a game brand).

As the logo design, I focused on the figure of a bento box and the letter "X" and "b". Here are 3 ones came from the first round.

Based on the feedback, I used the one with an "X" and "b" crossed together as my final.

The color palette was inspired by the tone words and moodboard to creat a healthy, clean and natural feeling.

I felt like a hand drawing or hand writing style would better represent the elaborate idea of this brand. So, I chose a hand writing style font to be one of the primary fonts. Based on the feedback, Dan suggested also using another font in it, I also added another geometic font in it. Use that on the heading and title. The typography would be reflected on the menue.

The bentos and patterns were also a hand drawing style. And I drew them myself, then scaned them into computer to photoshop. Next are some mockups of the menue, logo usage and how the restaurant would look like. I found some pictures of a restaurant that just had the features that I wanted for this brand. So I just used the pictures to make the mockups to show the idea.