cms Sun Wah BBQ

Year:

2023

Sun Wah is a family-run, Hong Kong–style BBQ restaurant on Chicago’s North Side, known for its iconic roasted duck and multigenerational heritage. After experiencing their Chinese New Year dinner service firsthand, I was inspired to reimagine their brand identity in a way that honored both tradition and the family’s commitment to sharing Hong Kong cuisine with a wider American audience.

My approach centered on capturing the warmth of a family legacy while elevating the restaurant’s visual presence for modern diners. The logo draws from the structure and rhythm of traditional Chinese characters—the oldest continuously used writing system in the world—serving as a bridge between cultural authenticity and contemporary design. To spotlight their signature roasted duck, I incorporated subtle form cues and a strong silhouette that reinforces the restaurant’s most celebrated dish.

The brand palette combines bold black and yellow for a confident, modern mark, supported by a rich red accent inspired by festive New Year celebrations and symbolic good fortune. Together, these elements create a cohesive identity system that feels rooted, inviting, and unmistakably Sun Wah.

This project demonstrates my ability to translate real-world cultural experiences into strategic visual systems that respect heritage while supporting business relevance—an approach I bring to every branding engagement.