The Big Things
#DontEatNothing
WHY
The Big Things advocates a healthy diet. It spotlights the use of fresh ingredients and unique, healthy cooking methods that strictly observe balancing fat, protein, carbohydrates, vitamins, and minerals – all while striving to serve meals that are healthy and delicious. The ultimate aim is to challenge the misconception that ‘healthy food does not equal delicious food’, so everyone can eat more and feel happier, every day.
HOW
People are paying more attention to their health, but many still think that ‘healthy food does not equal delicious food’. To compound the problem, Hong Kong people lead a stressful life. They regard ‘eating well’ as a justifiable self-reward, and this doesn’t necessarily mean ‘eating healthy’.
How can we change eating habits and challenge misconceptions?
‘We work hard for bread and butter’. Inspired by this Chinese saying, we created the theme ‘Comfort Food’ that recommends everyone to not eat something if it’s not seasonal, not delicious, and not healthy. These three ‘not-eats’ form The Big Things’ catering concept: Healthy Comfort Food.
The Big Things’ core target is office workers. And what better way to reach them than through their stomachs – specifically, questioning their healthy (or unhealthy) lunch choices. The Big Things heavily promoted their lunch bentos, which became the easiest touch point to reach their target customers.
WHAT
To bring to life The Big Things’ innovative dining concept, we started with the name. The Chinese name ‘Da Si Guan’ expresses the evolution of the embassy, which speaks of leadership. The name also evokes a sense of freedom, which signals that you can eat as much as you want because of how healthy the food is.
The brand’s hashtag #DontEatNothing is inspired by the English phrase ‘Don’t Say Nothing’. In other words, if it’s not good, don’t eat it.
The logo is a bouncy “big 大” Chinese character, to convey friendliness while making the brand feel more unique. We interspersed different brand stories within the designs of the menus, posters and even business cards to make it even easier for customers to understand the concept of The Big Things.
#Dining #Branding #UrbaneSimple
