MADAM SIXTY ATE by SUBSTANCE Hong kong for Madam Sixty Ate

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Industry Restaurants, Pubs & Bars
Media Case study
Market Hong Kong SAR China
Agency SUBSTANCE Hong kong
Creative Director Maxime Dautresme
Illustrator Vincent Wong
Released January 2010


One Show 2012
One Show Design Corporate Identity / Campaign Merit

Credits & Description

Type of entry: Corporate or Brand Itendity
Category: Corporate Identity Schemes
Product/Service: RESTAURANT
Agency: SUBSTANCE Hong kong, HONG KONG
Creative Director: Maxime Dautresme (Substance)
Senior Designer: Jeremy Huen (Substance)
Copyrighter: Lynette Chiu (Substance)
Illustrator: Vincent Wong (Substance)
Intern: Mandy Chan (Substance)
Brief Explanation:
Hong Kong is known as one of Asia's key food capitals, famous for its huge variety of restaurants and for the discerning and particular consumer there are numerous dining options. With restaurants opening and closing every week the challenge was to create a strong brand story and look to cut through a crowded and cluttered market in order to make Madam Sixty Ate the preferred venue for a fantastic and fantastical dining experience. The aim was to make the customer say, 'There's this amazing, quirky restaurant in Wanchai. You've got to check it out.'
Describe the brief from the client:
The founders of Hong Kong restaurant Madam Sixty Ate derived the name from their address - Shop 8, 60 Johnston Road, Wan Chai. They wished to create a restaurant space that brought a quirky whimsicality that could be seen in all touch points with the customer, such as the cuisine, atmosphere and brand as a whole. With this as their only request they asked the agency to bring in their expertise and strong market knowledge to provide the best creative solution to 'make this restaurant stand out'.
Description of how you arrived at the final design:
The agency decided to really emphasise the whimsicality and fantastical nature of the restaurant and its unusual pairings of food by giving 'Madam Sixty Ate' the identity of an eccentric and mysterious voyager who has travelled through parallel universes and used her discoveries to create the menu at her restaurant. The agency captured her amazing adventures and findings by creating various journal entries of her travels, illustrating and painting recordings of animal species she came across as well as developing the space as her apartment for people to drop by to listen to her unbelievable stories.
Indication of how successful the outcome was in the market:
The concept has been very successful within just months of opening - several food reviews in print and online have included mention of the brand being based around a character and her journey, the eccentric Madam Sixty Ate. Feedback from customers has been positive with people not only being highly amused and interested with the Madam and her discovered species, but being able to link the brand story to both the food and the interior.