Ya Hua is a firm favourite amongst local connoisseurs of ‘bak kut teh’ or pork ribs soup. We were approached to modernize its branding to grow its appeal with locals and non-locals alike.

The new brandmark blends tradition and modernity: the circular device has a subtle octagon, a key Chinese icon for prosperity. Within it, the two characters for ‘Ya Hua’ feature three broad horizontal strokes, representing the tender ribs served in a piping hot bowl of soup. The vertical arrangement of letters on the side completes the picture of a pair of chopsticks next to the bowl.

Colours were chosen to reinforce an appetizing recall of the dish: soft ochre for the soup base, with red and black representing the requisite condiments of black soy sauce and sliced red chillies.

The simple and effective brandmark works equally well in vertical or horizontal orientation, in colour or black and white.

As a family-run business with little need for stationery, Ya Hua required only a few other items to complete the rebranding: new name cards, a menu order form and staff uniforms. All were designed with the same spare elegance and observance for practical needs.

We are only too aware of the pitfalls of poor translation, so the bilingual order form received special attention from us.

Each original Chinese item was carefuly and clearly named in English, and the form itself meticulously designed for ease of use and branding support.

Old or new, all customers can now enjoy a more pleasant experience when ordering their favourite dishes at Ya Hua.