Krapow — Kimberley B.

Igniting Authentic Asian Flavors in Montreal

Logo and Branding Identity Project

Krapow is a vibrant South East Asian restaurant in the heart of Montreal. They are on a mission to introduce the locals of Montreal to the rich and diverse culinary traditions of South East Asia (Thailand, Indonesia, and Malaysia). As part of this endeavour, a comprehensive branding and identity design project was needed. The aim was to capture the essence of the restaurant's bold and playful nature.

This case study showcases the journey of creating a memorable brand through logo design, branding identity, menu creation, food photography, social media presence, and merchandising.

In Thai, “Krapow” means “Holy Basil”

Logo Design: A Fiery Bowl of Flavour

The logo design process began by delving into the heart of Krapow's identity. I sought to create a visual representation that conveyed the restaurant's authenticity, spiciness, and South East Asian origins.

After extensive exploration, a concept emerged: a bowl with flames rising from the top. This striking image instantly communicated the fiery passion and excitement that awaited diners at Krapow. The choice of vibrant colors and bold typography further enhanced the logo's impact, capturing the attention of passersby and igniting curiosity.

Simple, Bold, and Playful

Building upon the logo design, the branding identity aimed to establish a cohesive and captivating visual language across all touchpoints. Through the strategic use of colors, typography, and imagery, Krapow's brand identity became a true reflection of the restaurant's vibrant atmosphere. The bold and playful nature of the brand was evoked through the use of clean lines, energetic patterns, and a fusion of contemporary and traditional design elements.

A Gastronomic Journey

To complement the brand identity, the menu design needed to transport diners on a gastronomic adventure through Thailand, Indonesia, and Malaysia. Vibrant food photography and enticing descriptions were employed to stimulate the senses, encouraging customers to explore new flavours and embrace the spice. The menu's clean layout, and cohesive typography further enhanced the overall dining experience, leaving a lasting impression.

Capturing the Essence

To truly capture the vibrant and mouth-watering nature of Krapow's dishes, a dedicated effort was made in the realm of food photography. Through thoughtful composition, the photographs brought the flavours to life, inviting customers to indulge in the vibrant colours, textures, and aromas of South East Asian cuisine.

Post-production editing techniques in Lightroom were applied to enhance the natural beauty of each dish, resulting in a visually stunning menu and social media presence.

Connecting with Food Enthusiasts through Social Media

By recognising the importance of an engaging online presence, we leveraged social media platforms to connect with food enthusiasts to build a loyal customer base.

By curating visually captivating content that showcased the restaurant's vibrant atmosphere, diverse dishes, and the culinary journey, Krapow has crafted a community of loyal food enthusiasts.

Through regular updates, engaging captions, and interactive posts, the restaurant fostered a sense of anticipation and excitement among its followers, successfully turning virtual visitors into loyal patrons.