Concept Creation
Bold, savory flavors in the morning are not an acquired taste, but an edible tradition thousands of years old. Whether you grew up on eggs and toast or rice and miso soup for breakfast, Chow Yen Diner serves comfort foods in a familiar but unexpected way for all. Inspired by one of the most quintessential American form of fare, Chow Yen is an American diner honoring immigrant dreams and identities.
Creative Direction
Large printed menus, campy serif, and attention demanding red come together to evoke the nostalgic American diner aesthetic. The logo mark is reminiscent of a Chinese seal (印章 yìnzhāng), and naturally agrees with the red color accent. To the American ear, the word “Chow Yen” sounds vaguely Asian, but translates to “morning until evening” in Thai. Despite the many differences in culture, identity and experiences across immigrant groups, the name is a snapshot of the ideal of hard work ethic shared throughout all.
