Logo Creation / Branding & Collaterals Design / Brand Voice & Visual Identity / Art Direction / Social Media Strategy / Monthly Social Media Management / Storytelling
The China House at Mandarin Oriental Bangkok
Bridging tradition and modernity
CLIENT
Mandarin Oriental
LOCATION
Bangkok
DELIVERY
2025
Project Brief
An icon within the Mandarin Oriental, Bangkok, The China House was set to enter a new chapter after nearly two decades. The goal was to reintroduce the restaurant to a new generation with clarity, depth, and cultural authority. Under the leadership of Chef Fei, one of the most celebrated Chinese chefs in the world, The China House was reimagined as a refined destination for contemporary Cantonese and Chaoshan cuisine.
Our role was to shape a brand world that honoured heritage while feeling relevant amd modern. From logo and visual identity to brand voice and social storytelling, every element needed to reflect Chef Fei’s roots, philosophy, and mastery.
Solution
Logo Creation
The China House logo was designed as a tribute to Chef Fei’s coastal hometown. Its flowing form subtly echoes the movement of the sea, referencing tides, traditions, and the rhythm that defines Chaoshan cuisine. Its round shape is a reference to the window of the ships, as well as the eyes that are painted on the boats of this region.
Branding
We developed a full visual ecosystem rooted in materiality, texture, and tradition. The colour palette draws inspiration from classical Chinese references while feeling timeless and sophisticated. Textural elements inspired by Chaoshan cherry trees, water motifs, porcelain, and traditional craftsmanship were woven throughout the brand system.
Brand Voice & Storytelling
Storytelling became the foundation of communication. From Chef Fei’s personal journey and philosophy to the rituals, ingredients, and techniques of Chaoshan cuisine, each narrative was shaped to educate, transport, and emotionally connect.
Social Media Strategy & Management
The strategy centred on cultural storytelling, visual consistency, and long-term brand building. Content pillars were defined around Chef Fei and his heritage, contemporary Cantonese and Chaoshan cuisines and its ingredients, as well as the overall dining experience. Through the ongoing social media management, the strategy was brought to life through carefully curated posts, short form videos, and storytelling driven captions while keeping the narrative evolving.
Outcome
The China House by Chef Fei at the Mandarin Oriental, Bangkok re-emerged as a refined cultural and culinary destination that is rooted in heritage. Through its brand identity, rich storytelling, and a distinctive digital presence, the restaurant was repositioned as one of Bangkok’s leading Chinese dining destinations.
