Sleepyhead
Content
Design
Sleepyhead Cafe reimagines Hong Kong diner classics – sandwiches, milk tea and coffee beverages to-go – that Hong Kong working regulars know and love by integrating refreshing twists, ingredients and concepts.
The PINO team helped Sleepyhead position their name, menu and overall brand concept to appeal to the Hong Kong market.
The Challenge
In the bustling streets of Hong Kong, where the pulse of the city beats relentlessly and the demands of work seem never-ending, there lies a longing—a day dream to take a break amidst the demands of today. This was how Cha Chaan Tengs, or tea restaurants, came to be as Hong Kongers sought a place to refuel with fast and affordable dishes.
But, years later, today’s era asks a new question: how do you combine the traditional Eastern values of Hong Kong’s Cha Chaan Tengs with the changing needs of its modernizing citizens?
With a refreshing take on Cha Chaan Teng classics, the founders tasked our team to visualize their vision to connect with the communities of Hong Kong.
Our Solution
To break the stressful routines of transit and work, Sleepyhead welcomes all Hong Kong sleepyheads for a refreshing sandwich and coffee break. By taking a chance to pause, customers can step away from the monotony of routine to indulge in the simple pleasures of life – like having a day-making sandwich and coffee.
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The Identity
Like the Cha Chaan Teng’s East-meets-West cuisine, the brand identity is inspired by the Chinese character for tea, 茶, and is reinterpreted to reflect the citizens in modern cities. The symbol is then taken to reflect the two sleepyhead faces getting to pause after a long day.
The illustrated style of the logo is extended to the brand’s supporting day-dreaming doodles – illustrated explorations of our inner thoughts, emotions and cravings for a quick coffee or sandwich.
Sleepyhead is an exciting exploration of East-meets-West cuisine and values, an exploration that was extended through its playful identity and collaterals. In reflecting the dynamic spirit of Hong Kong's go-getters, our collaboration sought to appeal to both the traditional and modernizing citizens, creating a place where everyone can find their perfect pause.
Sleepyhead is now officially open in Wan Chai, Hong Kong.
