YING TAO NEW YORK

The design concept of @yingtaonyc, a fine Chinese restaurant in New York, was intended to question Chinese-American cultural relationships. The team studied street signs around Chinatown, New York, old Chinese takeout 🥡 typography and layout, and Asian hip hop culture (the owner was/is a rapper).

Whereas Chinese is offered as a translation to English text in New York, we flipped the script and offered English as translation to Chinese text.

The namesake cherry 🍒 iconography is derived from the Chinese glyphs, and tweaked to reference the symbol for “double happiness” 囍.

Ying Tao received Michelin for the best Chinese food in New York.

Creative Director/Writer: Tuan Le
Designers: Xuan Phan, Ven Bui, Tra Giang
Strategic Partnership: Duy Lam, Phuong Anh