Hugh Dessert dining
Brand Identity
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Art Direction
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campaign
Dessert as Art
To reflect this innovative and modern experience, I developed a brand identity, assets, and packaging design for Hugh. The identity system showcases the combination of specialty and profession, highlighting the fine-dining quality and artistic desserts.
The identity blends the shape of H and the marble pattern, which is often seen on french desserts. The graphic also represents the reeded glass for the facade of the restaurant.
The New Poem
The menu in Mandarin is designed to be read vertically, the same as the reading direction of Chinese New Poetry. To elevate the design and stand out from other restaurants, I challenged a new style with a poetic aesthetic and only wrote the ingredients, without the name of the meal, to present the essence of the concept.
Art Direction for Seasonal Menu
The restaurant
/ About the project
Huge Dessert Dining is the pioneer of dessert restaurants in Taiwan. This restaurant started a groundbreaking concept in the city; a one-of-a-kind experience of bringing fine-dining quality desserts from the last course to the main show. The founders, Kent Y, and Chef Victor C., want to share the idea that desserts can be served before savories as the main dish. They present the dessert à l’assiette, which translates to 'the dessert on a plate', as art. They offer four-course meals with drinks as a dining journey.
Chef Victor previously worked as a pastry chef in RAW, a Michelin-starred fine-dining restaurant founded by chef Andre Chiang. The menu includes starters, appetizers, entrees, and beverages with small bite-sized desserts. It follows the four seasons with seasonal ingredients. In addition, they provide limited dine-in and takeout orders, offering boxes of the petit four: small bite-sized french desserts, as well as whole cakes.
/ Credits
/ Location
Taipei, Taiwan
/ Links
