Making the ordinary, extraordinary.


Xo Xtra Ordinary

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An extra ordinary project.

The aesthetic of the brand is informed by the restaurant’s global influences and food style. A modernist look and feel with an Asian influence, a refined modern aesthetic is employed whilst utilizing a slight hand rendered finish to maintain the ‘human touch’ and add an air of relaxation and drive the notion of ‘casual’ and ‘warm’.

Brand attributes.

COASTAL (Beach/Location)
ASIAN/FUSION (Typography and illustration)

JAP – Celebrated through illustration style & layout. Traditional Japanese potters/printers makers mark will be appropriated into an icon for XO.. The stamp mark type & icons take on a much more Asian influence (think kanji brush strokes and wider ascenders/tails).

THAI – Celebrated through colour scheme & interior. Backed up by a hand-rendered line drawing illustration style & logotype and font forms that reference Thai street food signage.

EUROPEAN – Celebrated through typography in communications (i.e. Posters etc), utilising a sans font similar to the gill sans family to both denote the European ideal but also create a cohesive link between the visual brand & the food brand: (Bold fusion flavours distilled visually through bold type with accented corners and irregular forms).

Digital marketing agency AucklandFlight DigitalFlight Digital


Research/Strategy – (Aesthetic research, positioning, copywriting/tagline development).
Logos, Icon, Combo Mark, Brand assets & Signage, Tagline, Colour Scheme, Overarching, Brand & Usage Guide.

This project was a super urgent one with a timeframe of just 8 Days to complete, we were stoked with the final product and so was our client!

Flight Digital

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