Grain of Salt

Brief
Tiffany Shek is a certified dietician based in Hong Kong. She had a vision to establish a science-based health food café downstairs from her new consulting practice. With a site confirmed in Sheung Wan, she needed help to develop a brand strategy and identity around both the new consulting firm, and the eatery. Importantly, she wanted it to live up to her values on social and environmental responsibility, as well as the honest, balanced and fact-based approach to business in what is a noisy, and sometimes misleading landscape.

Scope

Branding & Strategy 
Creative Direction 
Naming
Copywriting
Interior Direction
Façade Design
Signage Design
Graphic Design

texture of salt.

Studio Chenchen directed the overall brand strategy including copywriting, naming, and interior direction. We love the effortless class that our façade offers the building, establishing a strong first impression of the brand.
We landed on the name “Grain of Salt” leaning into the trickery in the food space, and the reality that a good diet is not akin to a bland one. Instead, under Tiffany’s direction, healthy food can also be tasty, and the café’s carefully designed menu allows you to eat across the food pyramid in balance and moderation.
We had some fun in the copywriting, developing a series of stickers and puns around to support this narrative, which work in both Chinese and English. The colour palette, illustration style and overall aesthetics of Grain of Salt reflects a modern and professional outlook that support both the café and the clinic. It is welcoming, warm and embraces vitality with earthy, natural tones. The approach helps assert Tiffany’s credibility and positions the clinic/eatery as a community hub for healthy food and living.
olivia-Creative director

"Salt also carries much social history and it serves in many metaphors - this versatility gives us space to be playful and serious, stylish and grounded, modern and respectful of tradition."

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