19 PUBLIC
“Chris Yeo of Straits Restaurants came up with the idea of opening a ‘hip’ Chinese restaurant—a combination of high-end Chinese food and a club/lounge,” explains Public principal Todd Foreman. “We wanted to develop an identity that was new and different but also reflected some traditional Chinese design.”

Foreman’s team made field trips to Chinatown in San Francisco, shooting photos and collecting printed materials. “Laying out our collection of ephemera,” he says, “we really thought the mix of old and new, high and low culture represented the exact dynamic that everyone saw in the SINO concept—Bruce Lee and old Shanghai.” Foreman’s team created an idea/image book based on their research. “This was used as our graphic bible,” Foreman says. “We drew from it throughout the project for logo, identity, menuing, signage, everything. Because it was full of so many variations and juxtapositions,” he says, “we were never forced to repeat ourselves.” Chinese design is kaleidoscopic. If there were any particular challenges in this project, they were the result of such plenitude. “When you can do anything, how do you keep it focused?” Foreman asks. “The SINO book helped us to set parameters without limiting the potential of the project.” by Romy Ashby

Public
ART DIRECTOR: Todd Foreman
DESIGNERS: Todd Foreman, Tessa Lee, Nancy Thomas, Lindsay Wheeler
CLIENT: Straits Restaurants
CONTACT: www.publicdesign.com