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 working class segment.
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.
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 the studio to visualize their vision to connect with the communities of Hong Kong through sandwiches and drinks.
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.
Like the Cha Chaan Teng’s East-meets-West cuisine, the identity is inspired by traditional Chinese symbols reinterpreted to reflect the citizens in modern cities, represented by 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.
With the introduction of a new unique cuisine into the food scene, we helped the brand build an identity that allowed them to pursue their mission of introducing Catalan Mediterranean Cuisine to Filipinos and transporting a piece of El Born for them to experience.
