Pei Wei, a fast casual restaurant chain owned by big brother P.F. Chang's, offers a modest selection of freshly prepared Asian items influenced by the cuisines of China, Japan, Korea, Vietnam, and Thailand. With 190 locations in the US and 3 international location, Pei Wei were keen to mix things up and truly establish themselves as a destination for the adventurous yet frugal.

Our idea: confirm that Pei Wei wasn't just another Chinese restaurant, but an exciting, surprising culinary destination offering the adventurous eater worlds of flavor.

A New Identity System

A New Identity System

Not even Pei Wei knew what Pei Wei meant. So we introduced a simple tagline and a complete identity system that would help customers understand that Pei Wei offers a tasty combination of five distinct cultures.

Cultural Tit-Bits

Cultural Tit-Bits

We thought it would be interesting to add soundbites to plates and napkins to help customers understand more about the food and culture they were experiencing.