Obao

Naming, Brand Identity, Packaging, Launching Campaign, PR Kit, Social Media, Uniform, Installation

Industry: F&B , Hospitality
Date: 2021-2022
Credits: Arteon Interior (Interior Design)

Obao serves feel-good quality food without hassle or fuss. It is straight-forward, easygoing, and distinct with excellent variety. Having a somewhat international blend of western and Asian cuisine, it stands as its own gastronomic experience. Obao needed an approachable and fun identity that mimicked the culinary fusion of their menu. The brief was to create a fun yet unique visual identity that caters to all ages, young and old.

The design team decided to create a simple sans-serif logotype with a weird twist on the counter of the B. The logotype’s simplicity would complement the extensive and detailed comical illustration style created for the brand. The color palette consisted mainly of warm tones to reflect on the idea of simple feel-good food served fresh and hot. The bilingual typographic palette used a modernized Naskh and straight-forward sans-serif so as not to create too much noise alongside the illustrations, except for one display typeface with a hand-written feel. This typeface, used only in specific cases, would suggest the friendly and homey atmosphere of the restaurant.

The illustration style is a modern interpretation of the classic diner style food and experience while borrowing the comic framing style to create small lifestyle comics with no sense of chronology. Other visual elements include typographic icons in the shape of speech bubbles and splash pages, and a logo-based pattern. The animated funky illustration style does not elicit feelings of being too over-the-top, creating a feel of comfort and uniqueness instead.

Obao’s identity reflects a contemporary view of the culinary experience that somehow exists between the realm of fast food and luxury dining. It creates a quality comfort food experience while maintaining a sense of play and liveliness.