Dining Guide
IFC Mall
Brochure design for IFC Mall’s print dining guide.
International Finance Centre (IFC) Mall is a world-class business and leisure destination in Hong Kong. The mall has a wide range of gourmet offerings, from places to get a quick bite to restaurants providing a full culinary experience. To communicate the range of food offerings, IFC Mall hired Dash to come with the brochure design for a dining guide to its restaurants. The project saw Dash deliver art direction, brochure design and print design, as well as illustration, food photography and copywriting for the content within the dining guide.
sector
retail
work
art direction / print design / illustration / food photography / copywriting
IFC Mall
Dining Guide
Brochure design for IFC Mall’s print dining guide.
International Finance Centre (IFC) Mall is a world-class business and leisure destination in Hong Kong. The mall has a wide range of gourmet offerings, from places to get a quick bite to restaurants providing a full culinary experience. To communicate the range of food offerings, IFC Mall hired Dash to come with the brochure design for a dining guide to its restaurants. The project saw Dash deliver art direction, brochure design and print design, as well as illustration, food photography and copywriting for the content within the dining guide.
sector
retail
work
art direction / print design / illustration / food photography / copywriting
Challenge.
IFC Mall is located in Central District, above Central MTR Station. The Central neighbourhood is a key attraction for international visitors to the city with architecture, nightlife, harbour views and ferries, as well as other local attractions and sightseeing, while Central station is a key hub for travelling throughout the city and the station for connections to and from Hong Kong International Airport. As a result, visitors to the mall come from all over the world and the guide needed to appeal to locals, tourists and those passing through to attract them to visit the mall’s food scene.
At the same time, DASH understood that many restaurant guides are simply picked up, used briefly, then thrown away. DASH needed to ensure that the brochure design was engaging, informative and useful for its audience rather than something they would just pick up, glance at and then dispose of.
Design &Creative Direction.
DASH wanted to ensure that it created a true guide to dining at IFC mall and a brochure design that was appealing and entertaining. While many guides present and categorise restaurants by location, DASH organised the guide by cuisine type – from Japanese, to modern western to Chinese – as well as providing categories like “quick bites” to help users find a restaurant based on the type of food they were in the mood for, or the amount of time they had for dining.
To add more value, DASH created a dining etiquette guide which delivered a range of tips on table manners and do’s and don’t on utensils such as chopsticks that would be helpful and relevant for international guests or those travelling.
DASH undertook a range of food photography for the brochure design project, but to make the guide more visually appealing, photography was combined with unique illustrations. The illustrative style allowed the guide to achieve a more informal and personalised tone as well as a creative, unique and crafted feel that was a true guide to the gourmet offerings in the mall.
Challenge.
IFC Mall is located in Central District, above Central MTR Station. The Central neighbourhood is a key attraction for international visitors to the city with architecture, nightlife, harbour views and ferries, as well as other local attractions and sightseeing, while Central station is a key hub for travelling throughout the city and the station for connections to and from Hong Kong International Airport. As a result, visitors to the mall come from all over the world and the guide needed to appeal to locals, tourists and those passing through to attract them to visit the mall’s food scene.
At the same time, DASH understood that many restaurant guides are simply picked up, used briefly, then thrown away. DASH needed to ensure that the brochure design was engaging, informative and useful for its audience rather than something they would just pick up, glance at and then dispose of.
Design &Creative Direction.
DASH wanted to ensure that it created a true guide to dining at IFC mall and a brochure design that was appealing and entertaining. While many guides present and categorise restaurants by location, DASH organised the guide by cuisine type – from Japanese, to modern western to Chinese – as well as providing categories like “quick bites” to help users find a restaurant based on the type of food they were in the mood for, or the amount of time they had for dining.
To add more value, DASH created a dining etiquette guide which delivered a range of tips on table manners and do’s and don’t on utensils such as chopsticks that would be helpful and relevant for international guests or those travelling.
DASH undertook a range of food photography for the brochure design project, but to make the guide more visually appealing, photography was combined with unique illustrations. The illustrative style allowed the guide to achieve a more informal and personalised tone as well as a creative, unique and crafted feel that was a true guide to the gourmet offerings in the mall.
