Xpress

About this project

Xpress is a fast-food Chinese restaurant based in Shanghai. The purpose of this project was to create a brand package for a new restaurant or hotel based on an assigned location. My assigned location was Shanghai, China. Therefore, I decided to create a neon-themed restaurant that is reminiscent of Shanghai at night. Shanghai being the busy city it is, I felt it was important to brainstorm with the bustling atmosphere in mind. As a result, Xpress caters primarily to customers who want a faster and ready “2GO” food experience. The business offers quick service and orders can be made in a variety of ways. Due, to the “quick-paced nature” of  Shanghai and Xpress, an arrow is used in the logo and much of the branding to represent direct service and a forward-moving attitude. These elements are applied with consistency throughout to maintain brand identity. The brand comes equipped with a menu, business cards, website, to-go food packaging, and a logo.