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Text
OQO
DE SIG N
SEA
CR EATI
V
JOHN SIM
DE SIG NE
JAMIE RO
CL IEN T
OQO
The rounded icons for OQOs restrooms echo the circular theme
carried out in the restaurant’s logo and graphics.
A SPI R I TED HIST O RY
SEA’s involvement in the branding of a new restaurant and
cocktail lounge began in an unusual way. Their client, the
restaurant owner Mark Chan; the restaurants architect,
Jeremy Walker from Hawkins Brown; and John Simpson from
SEA were instructed to meet at the movie theater The Screen
on the Green in Islington, London, to watch the animated lm
Spirited Away. This was to be part of the inspiration for OQO,
Chan’s latest venture.
A WEL L - ROUNDED C O NCEPT
Chan wanted a name that had no meaning and that was
simple, short, and symmetrical. He was also determined to
have a visually driven identity that could be used as a template
for the other bars and restaurants he intended to open in
the future.
The bar and restaurant primarily serves signature cocktails
and unique Chinese tapas, so the creative team selected
images of speci c foods and drinks that echoed the circular
forms of the logo. The photographs detailed the forms, colors,
and textures of the unusual avors and ingredients found on
OQOs menu. Using photographic images throughout the
interiors of the bar and on individual user-friendly items such
as menus, matchboxes, posters, and coasters gave a sexy yet
food-focused identity to OQO’s environment. The success
of this identity also owes much to the designers’ ability to
incorporate a number of disciplines including architecture,
graphic design, and photography.
The client was especially interested in having a visually driven
identity that could be applied when they expanded to other bars
and restaurants, so the assignment was to create a name that
was simple, short, symmetrical, and had no real meaning at all.
T
to
gr
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DE SIG N FIR M
SEA
CR EATI VE DI R EC TOR S
JOHN SIMPSON, BRYAN ED MON DSON
DE SIG NE R
JAMIE ROBERTS
CL IEN T
OQO
eme
rs
.
The success of this identity owes much to the designers’ ability
to incorporate a number of disciplines including architecture,
graphic design, and photography.
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Using photographic images throughout the interiors of the bar and on
individual user-friendly items like menus, matchboxes, posters, and
coasters gave a sexy yet food-focused identity to OQO’s environment.
The photographs detailed the individual forms, colors, and textures of
the foods and ingredients found on OQO’s menu.
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Invented
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The creative team for this new restaurant, OQO, selected images of specific food and drinks that echoed the
circular forms of the logo. These dynamic photographs were carried throughout the brand’s touch points such
as on matchbooks and on the oversized graphics placed behind the bar.
r and on
s, and
nment.
tures of
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