DELIVERABLES
FORMOSA CAFE
Formosa is a historic Los Angeles restaurant known for its deep ties to old Hollywood and its distinctive Chinese-inspired atmosphere. This project focused on rebranding the restaurant by studying its heritage and identifying the key elements that define its identity. The final solution refines and modernizes the brand while preserving its legacy, delivering a cohesive system that includes a redesigned logo and a set of branded materials. The result is a polished, contemporary identity that remains true to Formosa’s cultural and historical roots.
PROCESS
The Formosa Café project began with research into the cultural and historical identity of Formosa Cafe, focusing on its legacy as a Hollywood landmark and its blend of Chinese heritage with vintage American dining culture. Early exploration centered on identifying key visual cues such as neon signage, rich color palettes, and cinematic atmosphere. Multiple layout directions were tested to balance this nostalgic character with a refined, contemporary structure. Typography played a central role, with iterations exploring contrast between expressive display type and a clean supporting hierarchy. Composition studies refined how imagery, color, and type could work together without becoming overly ornamental. The process emphasized restraint, ensuring the design captured the essence of the space while remaining cohesive and intentional.
SOLUTION
The final system translates the Formosa Café’s identity into a polished visual experience that feels both timeless and modern. A controlled layout and clear typographic structure ground the design, while color and imagery evoke the warmth and personality of the space. The result is a cohesive brand expression that honors the café’s cultural significance and cinematic history, while presenting it through a clean, elevated lens suited for contemporary audiences.
