Background

As the first international hotpot buffet restaurant concept in Vietnam, where diners can enjoy a wide range of hotpot flavors that come from four Oriental countries, namely Thailand, Japan, Korea and China, Redsun aimed to build and expand this concept into a restaurant chain that would create a new trend in casual dining.

Objective

To achieve their goal, Redsun not only invested in the quality of their menu and services, but they also focused on building a differentiated brand image that would have a strong and positive impact on their target customers. Redsun asked Richard Moore Associates to be their creative and strategic collaborator in realizing their plan.

Action and Result

With ‘Hotpot Story’ selected as the name that best epitomized the new casual dining concept, we set out to design the new identity and bring the brand to life. The logo was inspired by the globe and the hotpot itself. Half of the O-shaped symbol associates the globe as a differentiating international aspect of the brand while the other half represents a pot lid, jointly creating the perception of a simmering pot of magical flavors from around the world. 

We then created Media Systems and atmospheric expressions throughout the dining area to maximize Hotpot Story’s brand value communication consistently and effectively to all its customers. From artwork to menu to surprising signature touches, each Hotpot Story restaurant has its own personality that reflects the brand’s core spirit.  With an exciting new brand to convey this experience, Hotpot Story is well poised to make a splash in the restaurant industry with a new offering that appeals to cuisine explorers.