Gweilo

Brand Identity, Print, Signage

Owners of the Evening Star in Surry Hills decided to give the venue’s restaurant a facelift, with a new name, new look and new chef. The name they came up with is Gweilo, which is Cantonese slang for “ghost man” or “foreign devil”. And while the term was originally used by the Chinese as a racial slur to describe Westerners, these days it’s more acceptable as a light-hearted nickname. It gives the restaurant a naughty or cheeky edge.

Inspired by Hong Kong street food, Gweilo is a contemporary take on traditional Chinese with a western twist. The venue’s retro-futuristic styling creates a Blade Runner-esque vibe. There are printed-mural backdrops reminiscent of the lights in Tokyo, dramatic arches, and moody intimate seats that are softened by pastel-pink chairs and mint-green walls.

Our task was to create a brand which accentuated the cheeky nature of its name and also gave reference to its edgy and futuristic Hong Kong/ Blade Runner muse. The brand we came up with is fun and a little bit naughty with a sophisticated edge.