Bakery Brand Strategy & Design

Cool Fusion Bistro Brand Strategy & Design

Conducted cultural and consumer insights research on Chinese dining habits for the French investment firm Invus, developed the East-West fusion fast-food brand strategy, and designed the brand visual identity system.

Service

Branding / Marketing CX Strategy Product Design Retail/Service Design

Industry

Retail

Client

Invus

Team & Role

Role: Creative Lead, Brand Strategy, Visual Design

Team: Marta, Jerry@S.POINT

Background

Chinese consumers are increasingly seeking a more balanced lifestyle, with high expectations for restaurant ingredients, service, and management. In the food sector, an artisanal approach to preparation has become a new breakthrough in the fast-food industry. Fast-casual restaurants, which prioritize food quality and dining experience, have emerged as the new direction for the development of fast food in China.

How to Create a Fast-Food Brand in the Chinese Market that Integrates French Culinary Culture?

Method & Achievement

Through desktop research, we analyzed dining culture trends and the competitive landscape in the Chinese market to identify brand differentiation opportunities. Using methods such as focus groups and in-home depth interviews, we visited nearly 100 consumers across eight cities to gain insights into their dining lifestyles and expectations for Western fast food. Through co-creation workshops, we defined the brand positioning, strategic direction, and menu. Finally, we designed the brand visual system, including product packaging and restaurant visuals, leading to a successful market launch.