Lane Noodle (巷仔見) is a Hong Kong-style restaurant which provides Hong Kong traditional dishes.
The restaurant was originally located in Sheung Wan from 2014 to 2016. It is a sub-brand under the Café de Coral Group, which mainly provides Hong Kong/Chinese dishes for the locals. Our design team started revitalizing the brand image in 2021.
The design concept was derived from the existing trademark – Rooster Bowl. The Rooster bowl first appeared in the Chenghua period of the Ming Dynasty which was one of the favorite tableware of the nobles. It became a common utensil of the middle and lower classes during the Qing Dynasty and the 1960s. The paintings on the rooster bowl have appeared in different styles in different dynasties/eras.
The rooster on the logo appeared to be on the hurry which just likes the image of “Rushing to eat! See you in the alley, we still start eating first!”(趕住去食飯！ 巷仔見，食住等！ ) . The image resonates with the locals who have busy life-style.
Our design team made use of the image, and created a new set of visual illustrations for the Rooster bowl which were also applied to the visual image of the restaurant.
To accentuate the feeling of old China, Tang-style jackets was used as staff uniforms which resembled the waiter during the ancient China (店小二). The illustrations were printed on the jackets making the whole brand image consistent. Due to the wide variety of dishes, the menu was designed in a format of expanded catalog for easy ordering.