This project highlights my ability to blend illustration and brand design, creating a cohesive style that extends across both print and digital media.
In 2022, Square Empire built Moonlight Outpost, a Hong Kong inspired soup cart serving our handmade wontons after-hours. Designed to warm the souls of unsuspecting travelers from all walks of life, the cart is a refuge for the weary explorer, an intersection in the middle of nowhere, a haven in the dark.
The below menu presents food served at Moonlight Outpost. The design draws upon cherished memories of my childhood spent dining in Hong Kong restaurants in Chinatowns across the US. These establishments, with their vibrant red and opulent gold foil accents, left an indelible mark throughout the 70s, 80s, and 90s. I sought to encapsulate this nostalgia through a contemporary lens. English text is presented in a minimalist font for a modern aesthetic. To evoke the sentimentality of Hong Kong's heritage, I opted for a traditional Chinese calligraphy typeface.
Business cards were designed to further solidify the brand. One side continues the red and gold design, while the other side features an illustration of the Moonlight Outpost wonton cart serving patrons at sunset. Neon lights illuminate the cart, reminiscent of food stalls in the night alleys of Hong Kong.
An extensive range of collateral was designed, including vinyl stickers, postcards, pendants, and digital wallpaper for both desktop and mobile. These elements further reinforced the design language and brand aesthetic.
Moonlight Outpost Wonton Cart in real life!
