Funnel Strategy
Graphic & Web Design
Paid Local Ad
Marketing Strategy
Chinese Food · Californian Love
From Chow-Chow to Tiger Gong
Building a bold restaurant brand — evolving a Chinese food concept into a distinctive identity across packaging, food creative, environments and everyday touchpoints.
01 — Overview
More than a logo
Before · Chow-Chow
After · Tiger Gong
Tiger Gong began as an opportunity to build more than a logo or a takeout box. The brand needed a visual identity capable of working everywhere customers would experience it — from the packaging they carry home to the restaurant environment, promotional materials and everyday branded touchpoints.
The project evolved from the earlier Chow-Chow identity into Tiger Gong, creating a more distinctive personality centered around a bold tiger mark, warm restaurant colors and packaging designed to be instantly recognizable. YayBlitz helped translate that new direction into a cohesive, production-ready brand system.
02 — The Challenge
Standing out on the table
The original identity already had a playful fast-casual personality — the orange direction and "Chinese Food. Californian Love." positioning — but needed greater distinction. The system had to stand out in a competitive category while staying approachable and flexible, working from a small packaging label to a full restaurant environment, and especially on takeout packaging, where recognition happens away from the restaurant itself.
03 — Project Goals
Six things to get right
A more memorable, recognizable restaurant identity
A flexible logo system for print, packaging & spaces
A consistent takeout packaging experience
Food imagery that places product and brand together
A visual system that extends into the restaurant
Production-ready assets for continued rollout
The Work
Identity, packaging, food & space
04 — The Outcome
One personality, from the box to the building
Tiger Gong emerged with a much more cohesive and recognizable brand system. The illustrated tiger gives the identity an immediate focal point, while the palette, typography, packaging and environmental applications create consistency across every customer touchpoint.
From the box on the table to the restaurant itself, the same personality carries through — proof that a restaurant identity can move beyond a logo and become a complete visual experience.
05 — Built to be recognized everywhere
One system, every touchpoint
Need a restaurant brand that goes beyond the logo?
Identity systems built for the real world
From strategy and branding to packaging, digital creative and customer-facing experiences — YayBlitz builds brands that work everywhere your customers meet them.
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