The goal was to establish a distinctive brand identity that would emphasize the hip and trendy dining experience setting Good Fortune Co. apart from other Asian restaurants in the area. The client requested a logo that was simple, bold, and reminiscent of a Cantonese diner while being translatable as a Chinese seal. The branding needed to balance authenticity with modern appeal, drawing inspiration from older Hong Kongnese and Shanghainese diners while feeling fresh and contemporary.

Through collaborative exchanges of inspiration from vintage diners, patterns, and print materials, I developed multiple iterations before landing on a simple geometric design centered on the fu symbol of fortune for maximum impact. The menus were designed in the style of old Japanese and Cantonese diner menus, with the main menu modeled after Japanese woodblock print flyers and incorporating Javanese Batik patterns to reflect the Southeast Asian fare. For the initial social media campaign, I organized and photographed a shoot with the owners using a DSLR and custom logo decals to highlight their scratch-made cuisine.