Known for its quality cuisine, Tiago Home Kitchen (THK) announced a change to its logo. Admirers of the brand’s various dishes, prepared according to Italian recipes, as well as real gourmets and those who appreciate the taste of the restaurant chain’s offerings, will appreciate the new brand name today.
The THK retail chain also covers China, where several restaurants of the Italian brand are located in Beijing. Changing the corporate identity provides for the simultaneous rebranding of not only the logo, but also the company’s overall image. Everything that forms the brand’s style and maintains the required spirit and atmosphere will be replaced. This includes changing packages, packaging, takeout bags, fashion products, menus, employee uniforms, branded souvenirs, and various applications. The lack of an interactive platform is compensated for by close collaboration with Tripadvisor or Weibo, which will also undertake the necessary operations to update the company’s look and style.
Fundamental changes were justified primarily because the previous image did not align with the atmosphere and the desired perception of the consumer. Visiting any of the Tiago restaurants is enough to immediately immerse yourself in the atmosphere of home comfort, which is especially fitting against the backdrop of the refined elegance of the entire corporate identity and the staff. An abundance of exquisite dishes distinguished by high taste and a real culinary masterpiece from experienced and unsurpassed restaurant chefs, who treat their work as art, complement the visual experience of visiting Tiago Home Kitchen. Together, this approach provides a comprehensive basis for deciding whether to add this restaurant to your list of the most attractive places to visit.
The past brand name did not align with the desired atmosphere and presentation style for oneself and one’s product. Filled with aggressiveness, lack of warmth, and homeliness, with “prickly” and blurry type, executed with deliberate negligence in capital letters in black on a white background, it did not evoke appropriate associations.
In addition to the correctly selected color scheme, the new development features a bright red on white design, which certainly arouses the appetite, and the desire has correctly placed accents. The central figure was the abbreviation of the restaurant chain, executed in bold print in a smooth flow of each subsequent letter from the previous one. Under this symbol, the company’s full name is executed in a smaller font in the same red design, where each word is placed symmetrically under the other. Such a logo does not cause rejection. It’s soft and attractive, easy to read and understand. It is also interesting to note the remarks of visitors and customers of THK products, noting that the new logo presentation contributes to a completely original perception. I received an order in a package; everyone wants to protect their hands from the heat, which is enhanced by the visual sensation created with the logo.