Change of plans.
BITES re-conceptualized its product and service quite drastically in late 2016. From what was known as BITES Asian Tapas and Sushi to BITES Asian Kitchen + Bar. What made owners Asana Nakornchai and Derek Intapura change their game plan is like any other change of plan, it’s a monetary decision. To cut costs while generating more profit, and it starts where the product line starts-the kitchen. With big changes comes a whole set of challenges. What progress has been made for the last few years is scratched, and you start over, and you have to fight and claw your way back, and you have to show your customers and your potential customers who you are, again.
I am going to show what the brand has become after its initial changes. I wasn’t present for the beginning phase of the new concept. I wish I had been to help with direction, and help bring about continuity in their vision. Working together we have built a brand of Asana and Derek’s vision, with very little budget, and recycled material, beautiful ideas and a lot of team work.
NEW CONCEPTS
It begins with the food.
The restaurant’s new concept takes on a tropical fantasy style menu and relaxed feel, taking inspiration from the geography of Asia’s beaches and nature, and bringing it to the cold climate city of Chicago. With new tropical Asian inspired food and drinks such as General Tso Good Chicken Sandwich – yes it’s tsooo good, get it? – Two huge brined and breaded chicken thigh sandwich doused with home made General Tso Good Sauce in a brioche bun. Beautiful Fried Lava Rolls Topped with Kanikama. The Polynesian – An enormous brine and breaded chicken breast sandwich topped with grilled pineapples on a coconut baked bun. Blueberry Mojito’s and Coconut Margarita’s dressed with Tajin are just a couple of their new popular and crafted cocktails. These are just a few examples, but the over haul was huge and the ideas were fantastically creative. You’ve never had this type of culinary fusion and it was hard to put into words.
With Chef Derek’s Tropical Themed Creations, he didn’t know he needed a new brand.
Logo 2017
Second iteration. First iteration being Asian Tapas + Sushi.
Current Logo
Current logo from 2017 til present.
It wasn’t until after we designed the menu, and settled on some graphics, and brand assets that fit the food, and the aesthetic of the restaurant that the owners decided it was time to change the logo. It design was a happy accident. The new logo was based off of a design that I created for the menu categories.
What is Asian Kitchen + Bar Exactly?
Ramen. Sushi. Burgers. Buns. Bar.
The owners wanted to keep Asian Kitchen + Bar as part of the restaurants identity. It was apparent that “Asian Fusion” was just not an option because it was more than that, and we wanted to break away from what is synonymous with it. We use “Ramen. Sushi. Burgers. Buns. Bar.,” as a brand asset, as a short description and tagline as well. Although a bit lengthy, we just wanted the audience to know what we’re good at, and what they’re going to get.
All Designs and Photography by Jet Vongvinijsorn, except for beach photo.