Fire Chow Chinese Takeaway
Hong Kong
Turning a Robotic Wok into a Human Story
2014
Our Role
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English Naming & Brand Strategy
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Visual Identity & Logo System
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Character Creation (“Mr. Chow”)
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Shopfront & Interior Design
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Packaging & Uniforms
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Menu Board Design
Project Story
Fire Chow set out to modernize local stir-fry staples — like fried rice and fried noodles — by using an automated wok system to reduce the need for skilled labor. It was a bold concept, especially for 2014. The founder approached us to help bring this vision to life — to build a brand image and story that could make the idea clear, appealing, and memorable to everyday customers.
What we did
We helped shape the concept from the ground up. The English name “Fire Chow” plays off both languages — “Fire” suggesting wok heat and speed in Chinese, and “Chow” evoking both stir-fry and a cheeky persona. We created the character Mr. Chow, a comic-style stir-fry master, to bring that energy to life and personify the brand. Visually, we drew from classic comic hero aesthetics and designed the store to feel bold and animated, using a heat-inspired palette and dynamic tile layout.
The Result
We developed a bold, character-led brand that made the unfamiliar feel familiar — turning automation into a story about speed, skill, and flavor. The result was a visually distinctive and cohesive concept that stood out in a saturated market. While the business itself was short-lived, the project reflected a vision that may have been ahead of its time — and remains an early signal of where the industry would later head.
Like what we do?
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