I was tasked with developing a bold and vibrant brand identity for Asia Street, a fast-casual restaurant concept based in Auckland that celebrates the rich culture of Asian street food. Positioned as an accessible and exciting dining experience, Asia Street brings the flavors, energy, and vibrancy of bustling street markets into a modern setting, offering quality food at affordable prices. The challenge was to capture not just the cuisine, but the experience itself, the buzz of social connection, the playfulness of shared meals, and the cultural richness that street food represents. Guided by the tagline “Where East Meets West”, the brand identity needed to bridge authenticity and modernity, creating an experience that feels both globally relevant and locally grounded.