PLAYHEADS

2023 Happy Chinese New Year

Client: HU TONG Chinese Bistro/ 胡同老酒馆
Location: Canada (Vancouver)
Project: Rebranding / Brand Identity
Designed by: 
Year: 2022

HuTong is the name given to the narrow streets that surround traditional Chinese dwellings in Beijing. Intertwined like veins, these centuries-old, tree-lined alleyways define the unique city of Beijing and are a real-life link to the city’s fascinating past. HU TONG brings authentic Chinese food to the pacific northwest, creating a fusion between traditional Chinese culture and Western influences. Located on West Broadway, this restaurant is known for its Peking Duck.

PLAYHEADS transformed what was originally a small restaurant into a brand with a story to tell. Through PLAYHEADS’ help, HU TONG became a community of passionate people who came together to create a welcoming space for each customer that steps inside their door. Some of the work PLAYHEADS provided HU TONG included graphic design, rebranding, logo design, and website design. PLAYHEADS successfully transformed this local restaurant into something more than just a place to eat.

胡同，作为代表北京市井文化的中坚力量，将生活在其中成千上万个家庭连接在一起。几百年来的时代变迁改变着北京这座城市的样貌，而几千条胡同串联起的紧密社区呈现的是历经岁月而不变的人与人之间的真诚联络。
一洋之隔，温哥华似乎并不缺乏中国美食。将地道北京佳肴呈现给太平洋西海岸的食客，是胡同品牌创立的初衷。这里不仅是一家餐厅，更是一个崇尚多元文化与包容交流的文化社区。
2013年起至今，PLAYHEADS为胡同打造了独具中国传统特色的品牌识别系统与一系列品牌延展。从菜单、优惠券，到购物袋、联名定制啤酒，如今的胡同不仅提供地道的中华美食，更传承着丰富悠久的华夏历史与文化传统。

Client: ClickDishes App/ 可立点智能商超
Location: Canada (Vancouver)
Project: Rebranding / Brand Identity
Designed by: 
Year: 2021

ClickDishes is a Canadian mobile ordering service provider. Launched in 2017, ClickDishes partners with restaurants to offer their consumers the ability to order in-app, streamlining to-go ordering, dine-in eating, and payment services. Starting 2020, ClickDishes expanded their services to Japan and China. ClickDihses China aims to introduce AI-based smart convenience stores to local consumers.  
 
In 2021, to accommodate the brand’s business development in China, ClickDishes commissioned PLAYHEADS to work on the rebranding project, which includes the design of ClickDishes’ Chinese logo, mascot, emojis, slogans, and a full list of brand applications ranging from business cards to shopping bags.
 
Both the Chinese logo font and the 3D mascot are inspired by the brand pursuit of “technology, speed, convenience and accessibility”. In terms of font design, we chose to use a clean and simple font style while incorporating lightning elements in the font. The prototype of the mascot is a rabbit, which is known for its speed and dexterity. The lightening symbols in the ears and chubby figure brought a sense of cuteness to the mascot while delivering brand message.

ClickDishes可立点是一家总部位于加拿大的智能点餐技术服务商。品牌于2017年在加拿大首创以点餐为场景的人工智能+社交点餐技术平台“ClickDishes”点餐APP，并于2020、2021年先后登陆日本及中国市场。可立点中国的主要业务是打造智能小卖部,利用机器人,视觉识别技术等科技手段打造全新的小卖部3.0，同时将可立点在海外开发的以点餐为场景的人工智能社交点餐技术服务平台引入中国。
 
为适应品牌在中国的业务发展，可立点在2021年委托PLAYHEADS为其全面升级品牌形象，并设计全新品牌吉祥物可点点。除了全新的中文logo与吉祥物形象，我们还为可立点提供了整套的品牌延伸设计，并起草品牌标语，使得品牌形象更为完整，辨识度更高。
 
Logo字体和3D吉祥物可点点的设计灵感皆来源于可立点强调“科技、速度、便利、亲民”的品牌追求。字体设计方面我们选择采用干净、简洁的字体风格的同时，融入闪电元素。吉祥物可点点的原型则采用了以快捷、灵巧著称的兔子形象。耳朵中的闪电形象与憨态可掬的体型则让可点点的形象更贴近日常生活。