asap hotpot & co.
brand identity | product packaging | graphic design | user interface
tools: Photoshop, Illustrator, Procreate
Asap Hotpot & Co. brings the dine-in hot pot experience straight to the everyday home. Since I was a child, my family has held a shared love for hotpot -- a way for us to bond over good food and a way for me to retain a connection to my Chinese heritage.
Hotpot typically involves broth on a burner placed in the middle of a table where diners can drop raw ingredients in and let the food cook. Asap adds a twist to this concept by designing a takeout restaurant that allows customers to bring home all the ingredients needed for an easy, takeout experience.
I began by collecting references for the style of the brand, many of which took inspiration from traditional screenprinting. I knew I wanted to keep the logo and illustration style very playful and hand-drawn, so the initial designs were done with pen on paper and later scanned. The color palette I chose for the brand continued this theme, meant to evoke a sense of nostalgia and youthfulness.
The tri-fold menu retains the same, simplistic style accompanied by a separate sheet where customers can check off which ingredients they'd like to add to their kit. I also created a simple app interface that allows users to create their own bundle online.