The Project: The Golden Chopsticks awards, launched in 2018, were co-founded by Gok Wan, Sarah Lewis and Lucy Mitchell to celebrate the enormous contribution of Oriental cuisine to the UK catering industry and to champion those who work within it. Our brief was to create the brand identity for awards.
The Idea: Oriental food is at the heart of the awards, so we wanted to showcase the food as the hero.
The Execution: With Gok styling the room and the rising popularity of this cuisine, our main challenge was to combine the traditions of oriental cooking with a brand that is simple and relevant today. A crisp clean font was chosen for the logo, combined with clear links to the cuisine style using golden chopsticks as an underline detail. This was applied to the invitations, programme brochure, leaflets, menus and goodie bags. Single monochrome hero shots of oriental dishes throughout provided a contemporary feel and contrasted well with the gold in the logo.