What's in a brand name?

Crate47 was tasked with the brand naming in addition to the restaurant branding itself for this new venture. Our client wanted a fresh approach for their new Chinese restaurant which called for a brand that was fresh and modern. We undertook extensive research to find the right brand name that would fit these criteria. Zhuwu, meaning bamboo house, was the final choice at the end of our brand naming process because of its strong phonetic qualities and welcoming connotations.

Client

The Hideaway

Year

2019

Services

Brand Naming
Brand Strategy
Branding
Print
Web Design

Sector

Hospitality

A modern restaurant logo design and separate marque.

For the style of hospitality branding we had in mind we created a restaurant logo design with bold modern type that had a subtle oriental look in line with our brand strategy initially employed for the brand naming. We added a chopstick motif to the centre “u” which formed a bowl shape.

This was also extracted from the typographical logo design to form a separate brand marque. The symbol was easily recognisable and could be used as a stand-alone element for signage, etc. This maintained the pared-back, modern aesthetic that our restaurant branding called for.

Crate47 Creative agency | A minimalist logo of a white bowl with two chopsticks resting on the edge, set against a textured brown background, perfect for brand naming in the culinary industry. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A round white sign with a beige logo depicting a bowl with chopsticks above it is mounted on a concrete wall, showcasing elegant brand naming. The sign is attached to the wall with a white metal bracket. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | The image features the word
Crate47 Creative agency | A white t-shirt with
Crate47 Creative agency | Two takeout coffee cups with white lids against a white background. The smaller cup, featuring a simple power button symbol, subtly hints at its brand naming simplicity, while the larger one showcases the word
Crate47 Creative agency | An arrangement of branded items from Zhùwū, including a menu, a shopping bag, a business card, and a notepad—each meticulously styled with the exclusive brand naming. The green onions add a touch of nature to the elegant brown and white design, all unified by Zhùwū's minimalist plant motif. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A modern restaurant with glass walls and a minimalist design featuring bamboo decor, green plants, light wooden furniture, and hanging pendant lights. The restaurant's brand naming,

Decorative but effective sub-branding.

When it came to the print design, the clean fresh look of the brand elements were complemented by a simple colourway and a selective choice of materials. We carried the theme we’d developed with the brand naming through in our sub-branding pattern.

This added a decorative component to the otherwise minimal look. The pattern also became an important part of the interior design where it was used for room dividers, screens, and wall cladding tying the branding and interior together.

Crate47 Creative agency | A modern restaurant with glass walls and a minimalist design featuring bamboo decor, green plants, light wooden furniture, and hanging pendant lights. The restaurant's brand naming,
Crate47 Creative agency | A modern café with a wooden and white decor style, perfect for brand naming sessions. People sit and converse at tables, illuminated by hanging yellow light fixtures. Green plants add a natural element to the ambient setting. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | A modern cafe with minimalist decor, featuring wooden tables and chairs. Green plants and yellow lights enhance the interior design. Several people in traditional attire are seated at tables, engaged in conversations or having meals, a harmonious setting perfect for brand naming discussions. | Branding | Digital Marketing | Content Creation
Crate47 Creative agency | An illustrated menu board titled
Crate47 Creative agency | A minimalist flat lay features brown packaging items, including a takeout box adorned with a white minimalist grass design, a rectangular box labeled
Crate47 Creative agency | A modern café with wooden decor, featuring an open layout with honeycomb tile flooring and yellow light fixtures. Patrons are seated at various tables. A man in traditional clothing stands near a wooden partition, holding a phone, perhaps brainstorming brand naming ideas amidst the cozy ambiance. | Branding | Digital Marketing | Content Creation

"The symbol was easily recognisable and could be used as a stand-alone element for signage, etc. To maintain a pared-back, modern aesthetic."