Njonja
Crafting a Modern Branding Identity
for a Peranakan Culinary Tradition.
Branding Identity Design Project
July 2024
Project Overview
Njonja is a Peranakan restaurant that aims to bring the rich, cultural flavors of 1968 Peranakan cuisine to a contemporary audience.
The owner envisioned a restaurant that blends the intricate and colorful heritage of Peranakan culture with the clean, minimalistic aesthetics of brutalist architecture.
Logo & Color
Inspired by the ornate doors of Peranakan homes, the logo design serves as a gateway to the restaurant’s rich culinary offerings. The choice of the Gyst serif font adds a touch of elegance, mirroring the intricate details of Peranakan artistry.
Incorporating a minimalist color palette was crucial.
Typeface
Gyst, an elegant serif font reminiscent of Peranakan intricacy, was carefully paired with CoFo Sans, a clean and straightforward sans serif. Gyst, used sparingly for accents, enhances the logo and key brand elements. Meanwhile, CoFo Sans ensures readability and simplicity, making it ideal for supporting text and maintaining visual harmony across all brand communications.
Left: Sample pages of the QR order system in place of a traditional menu for more convenient menu updates.
Right: Njonja business card and letterhead.
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Below: Check book & bill and packaging sample
