Hawker Bar

Brand Identity Design

The challenge

Close to 30,000 passengers a day travel through the Adelaide Airport. Our client, Think Group captured an opportunity to contribute to the Airport’s growing food offer, with a concept inspired by the vibrancy and deliciousness of Asia’s world famous hawker centres.
The brief behind ‘Hawker Bar’ was to create a venue which delivers super-fun, super-fast Asian food, in an environment which is energetic, full of life and ignites the senses. One of the primary challenges to the brief centred around engagement – how do you create impact within a busy, noisy and transient space? Hawker Bar’s intent was to inspire attraction, spark curiosity and deliver a memorable food experience for customers away from the hustle and bustle of the airport rush. 

DESIGN IMPACT

Given the strong associations Hawker Bar draws from its Asian roots, the project offered a rich palette of imagery which served as our primary inspiration in creating the brand. Through research and exploration, an aesthetic path was established which drew inspiration from tradition, but delivered an outcome which was contemporary and fresh. This approach created a strong brand statement which provided Hawker Bar with a signature look that effectively extended across the environment as well as collateral and communications. This synergy of graphics and interior design is an example of the power of a holistic design approach with client, interior and brand designer exploring the possibilities and in the process elevating the outcome. 

The totality of the design solution, works hard to attract customers, whilst adding value to the Adelaide Airport experience. As a brand, great efforts were made to ensure the aesthetic and sensory quality of the venue lived up to customer expectations. Through marrying items of tradition (ie. retro Asian posters, kung fu movie stills, recycled furniture etc.) with more contemporary elements (ie. brandmark, typestyle, colour etc.) the outcome delivers an experience which stays true to the vibrant expectation of hawker centres, but delivers it in a way which is truly modern. The totality of this experience sets a new benchmark for airport dining, where options for weary travellers are often compromised or lacking in quality.