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.
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.
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.