Since1991, Satay King has been one of the most popular chain restaurants among trendy, young Hong Kong locals.  With 6 branches currently located in Kowloon, Hong Kong Island, and New Territories, over 3 million customers visit annually to enjoy their “taste without borders” fusion cuisines.

 

The rebranding idea is originated from the geometrical abstraction of the turmeric pyramid and the fundamental triangular appearances found common in tribal patterns, echoing the exotic charisma of the restaurant.   The turmeric yellow and the royal blue perfectly resonate Satay King’s glory.

 

The interior design of the rebranding chain is a playful twist to the original “Pirate and the Caribbean” theme featuring the signature private characters and marine treasures on the visual elements.  The material palette including pale-toned wooden furniture and brass decor gives a contemporary fix to the legacy.