Brand Identity

Lost in Translation

After exploring ethnic cuisine restaurants in New York City for four years, I noticed a cultural issue in the way Chinese restaurants name their dishes. Unlike other ethnic cuisine restaurants, Chinese restaurants often choose literal translations of their dishes' names into English, which can simplify the ordering process but can also dilute the cultural context of the food. To address this issue, I designed a restaurant that showcases the homophonic translation of Chinese food names across its branding. By doing so, I hope to celebrate and highlight the cultural richness and diversity of Chinese cuisine, while also introducing customers to new and exciting dishes that they may have not previously encountered.

Architecture and Interior: Tadu arquitetura