The Challenge

HKN Food needed a stronger and more professional identity that could work across its physical shop, packaging, menus, signage and digital platforms. The existing visual direction lacked consistency and did not create enough recognition or personality.

The main challenge was to create a brand that felt:

• Fresh and appetising
• Modern but approachable
• Easy to recognise from a distance
• Suitable for signage and packaging
• Consistent across print and digital
• Different enough from typical takeaway and food brands

The Problem

The brand struggled with visual consistency and recognition. Different customer touchpoints did not feel like they belonged to one unified business.

There was also a practical issue: a food brand needs to communicate very quickly. Customers often see the shop sign, menu or delivery packaging for only a few seconds, so the identity needed to be simple, memorable and immediately understandable.

The Solution

I developed a flexible visual identity around a clear logo, confident typography, distinctive colour palette and simple graphic system.

Instead of designing individual materials separately, I created a system that could be repeated across:

Logo → Colour → Typography → Packaging → Menu → Signage → Print → Digital

This created a consistent visual language while still allowing each application to have its own purpose.