The new brand identity for the restaurant has already been rolled out at the pilot outlet at Lokhandwala, Andheri (West), Mumbai and has been revealed on the brand’s Social Media handles as well, and will soon be visible across the nation
Drink Water Design, a Mumbai-based, 6-year-old, independent design and communications agency, has rebranded Mainland China.
Regarded as the flagship restaurant of Speciality Restaurants Limited, the first Mainland China restaurant was opened way back in 1994 in Mumbai.
The restaurant chain’s tagline is, ‘If it’s Chinese, it’s Mainland China’. The restaurant spread its wings across the nation and is a must-visit place for all Chinese cuisine connoisseurs.
“The challenge before us,” said Prasad Patil, co-founder of Drink Water Design, “was to rebrand the iconic restaurant and build a refreshing experience while ensuring that we do not alienate the restaurant’s loyal set of customers. At the same time, we wanted to attract Gen Z audiences as well. To bring both these audiences together, we’ve tried to make the brand more contemporary and relevant. We are elated to have been able to exceed the client’s expectations. We would like to sincerely thank Anjan Chatterjee and Avik Chatterjee from Mainland China, to have given us this opportunity to work with them.”
“For the rebranding exercise,” Patil continued, “the historic landmark of Jixian Pavilion at West Lake in Hangzhou, China has been used to add a touch of local relevance. West Lake has influenced poets and painters throughout Chinese history and we have attempted to capture this legacy in the branding to bring authenticity to the customer experience. We’ve delved into the finer details by designing the crockery for the restaurant as well.”
The new brand identity for the restaurant has already been rolled out at the pilot outlet at Lokhandwala, Andheri (West), Mumbai and has been revealed on the brand’s Social Media handles as well, and will soon be visible across the nation.
