With the QSR sector being the most challenging and fast-moving area of F&B, Mystery and Chopstix, the UK’s fastest growing ‘Oriental QSR’ have worked together on a full re-brand to ensure Chopstix stands out as the faster, fresher, healthier QSR in a heavily saturated market.
The complete brand refresh spanned Chopstix’ entire UK portfolio and culminated in the launch of its flagship store on London’s busy Oxford Street.
With the overall aim of improving customer experience to create a compelling brand that resonated with multiple age groups, Mystery was not only tasked with evolving and invigorating everything from interiors, logos, in-store marketing and digital branding to way-finding, website, digital menus and staff uniform, but also with consolidating everything into effective franchisee packs that would maximise roll out efficiency.
Our own talented illustrators designed amazing new graphics to update the original Chopstix girl and brand identity, creating illustrations that are a cross between anime and urban art. These incredible illustrations feature throughout the interiors for consistency of character and instant brand recognition.
We redesigned the interior scheme for the client to implement across their stores and the fantastic new Oxford Street flagship store is young, accessible and “contemporary-oriental”. Reflecting Chopstix’ company values - to be ‘fresher, faster, friendlier, healthier’ – the scheme is upbeat, fresh, approachable and responsive and ensures its broad range of customers feel welcome and comfortable.
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