Wild Donkey | Yuchen Chen

My role

Tool

6-7 weeks, fall 23

Figma, Illustrator, Photoshop

restaurant Research, Visual Design, Restaurant Rebranding, Interface

timeframe

Fudy Chen is the Deputy General Manager and Culinary Director of the Cathay Hotels Group. In 2017, East End Bar was ranked 39th in Asia's 50 Best Bars, the first hotel bar in Taiwan to receive this honor.

Fudy graduated from Cornell University in the U.S. with a degree in food and beverage management and went on to study at top Michelin restaurants such as Per Se in New York and Manresa in Los Angeles, and then joined the family business after returning to Taiwan. In recent years, he has been actively expanding his farm business and established Changfu Enterprises, which grows crops in a natural and non-toxic way on 1,000 pings of farmland in Tianmu and Shenkeng, Taipei, and supplies them to the group's restaurants and is gradually opening up outlets in many restaurants and markets.

design Progress

The images depict various minimalist sketches of wild donkeys. Each sketch varies slightly in style and detail, focusing on different aspects of the donkey like its head, full body, or just the ears. The designs range from very simplistic outlines to slightly more detailed representations, using only a few strokes to convey the shape and features of the donkey.

LOGO SYSTEM

The logo was inspired by the donkey’s outline, and I also used the restaurant’s name mixed together. I used the line to make the outline looks simply and created a new logo.

Wild Donkey

HORIZONTAL

Wild Donkey

FAVICON

LOGOMARK

WHITEOUT

Wild Donkey

VERTICAL

LOGO SKETCHES

LOGO SYSTEM

Wild Donkey

Examples of what no to do with the donkey’s logo.

000000

CMYK : 0, 0, 0, 100

RGB : 0, 0, 0

FAFAFF

CMYK : 75, 68, 67, 90

RGB : 0, 0, 0

cd3438

CMYK : 0, 95, 84, 0

RGB : 205, 52, 56

COLOR

typeface

Each design utilizes minimalistic lines and shapes to convey the essence of a wild donkey with a unique artistic flair. For my color story, I've chosen a palette that includes a soft red, pure black, and a very light gray. This combination provides a visually striking contrast — the boldness of the red and the depth of the black are balanced by the subtlety of the light gray, creating a sophisticated and versatile color scheme suitable for various applications in design.

Lorem ipsum dolor sit amet, consectetur adipiscing elit.

Title Text - DM Sans

Body Text - Lato

Heading level 1

Bottom: 20px

Heading level 2

Bottom: 16px

The logo was created using a line, and the menu is printed before the restaurant opens every day. These inspired the use of a font that mimics the look of chalk on a chalkboard, with irregular shapes and uneven stroke widths. This font is often used in designs that aim to convey a playful.

LOGO Options

Wild Donkey

about

Farm to Table - French Comfort Food

Wild Donkey Restaurant is one of Taipei Bistros at Da’an District. As a 2019 newly-opened restaurant, its reservation is still popular. Chef’s goal has always been to serve the most sincere food. Using the freshest and natural ingredients, the simplest cooking, without unnecessary plating, to taste what real food should taste like. The taste of comfort and happiness.

Address:

No 5, Alley 33, Lane 216, Section 4, Zhongxiao East Road 1F, Taipei City 106

research

visual design

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