Chao is one of three virtual brands we helped bring to life for Mū Kitchen, a multi-cuisine, experimental concept for people who want fast, familiar food without giving up on quality or taste. We handled the naming, identity, and strategy behind it, shaping a brand that looks as craveable as the food it serves.
Name
The colour story leans on one hero hue, a bold hot pink, paired with a deep burgundy through punchy colour blocking. The same instinct shows up in the logo, where a simple waving hand nods to the tagline, "Say goodbye to hunger," a literal wave goodbye built right into the mark. Together, they give Chao a personality that's playful and a little irreverent, colourful enough to stop a scroll yet still gourmet enough to be taken seriously.
That same energy carries into photography: quirky, candid angles over stiff studio setups, with food and people caught mid-moment rather than posed. It's a style made for a Gen Z audience that eats with their eyes first, high-energy, unpolished in the best way, and unmistakably Chao.
