The PINO team helped develop the brand for Sleepyhead, a cafe that reimagines Cha Chaan Tengs and provides all sleepyheads with a space to take a break.

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In the bustling streets of Hong Kong, Sleepyhead is a place of solace that understands the importance of taking a much-needed break — of stepping away from the monotony of routine to indulge in the simple pleasures of life. From the moment you step through their doors, you are greeted with a sense of familiarity and comfort, as they serve you refreshing takes on familiar Cha Chaan Tengs - sandwiches, milk tea and coffee beverages to-go, Sleepyhead is more than just a place — it's a chance to pause.

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Inspired by the impacts of both western and eastern culture in our own country, the studio explored the paralleling impact of East-Meets-West in Hong Kong culture, from its symbols to its food. Different cultures express unique ways of enjoying breaks, which allowed us to relate to the cafe space being created for Hong Kong locals passing by.

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Identity

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. 

Application

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.

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.