Miguel Gallo, the former cook at legendary restaurant Bulli, currently runs several high-end food offerings in Hong Kong, owned by finance wizard Teddy Pun. In their latest addition, the pair have set out to visualize a new level of sophistication: to return to the ancient fire, that made us human, creating an open fire kitchen with no gas or electricity, cooking everything with wood or coal fire. Needless to say, the intention is to firmly stand apart from BBQ-style dining or similar.

The Challenge: Beginning with the FIRE territory, define and create a concept, naming and stylish corporate identity, with the aim of ensuring this restaurant will stand out from the vast array of high-end restaurant offerings in Hong Kong.

The Result: Defined a conceptual territory, created a simple and engaging naming with a timeless corporate identity for a must-eat place in Hong Kong.

On one side: We explored several territories around ‘fire’ as a main characteristic of the restaurant (origins of fire, fire that creates magic…) before finally agreeing upon “Wood, fire, food” as a concept from the origins of manhood. After a naming process reviewing multiple evocations, we settled upon “FIRESIDE”, a cosy evocation of the fireplace with all its warmth of meaning.

On the other side: We created an elegant and timeless corporate identity, with international flair. The ‘S’ is a reminder of the vividly of the flames. We established narrative guidelines to conduct the storytelling of the brand in all touchpoints of the restaurant, creating a simple and efficient manifesto for the brand. We developed corporative application to different restaurant usage such as front door signage, clothing, menus…