BHK Rebrand

About BHK

BHK Oakland is a communal space based in Downtown Oakland. We view our rice bowls as a heartfelt childhood story told through high quality, locally sourced ingredients. They are more than a food service, they are a collaborative collective that seeks to make meaningful connections with a community that has a whole ‘lotta heart.

BHK's menu is inspired by a West Coast upbringing, sharpened by life and restaurant experience, and rooted in API family legacies. BHK is in service to the Oakland community, while also changing as often as needs and inspirations do. I designed the brand tone and voice to be approachable and authentic to both Bay Area and 2nd Gen culture. Brand speak should derive from things that the BHK team truly values. Creative was carefully produced to help to shape the team's own personal history and how it intersects with BHK’s brand story.

Discovery

During this period, I worked collaboratively with BHK owner on pinpointing a visual style that captured the essence of the brand. After a 1:1 workshop, it made sense to lean into creative that was vibrant and playful.

Developing brand tone and voice

Inspired by the loyalty of the Oakland community, the owner of BHK was interested in creating a brand that created the intersection between street brands, local initiatives, and food. We wanted the tone to be approachable, welcoming, and authentic to the Bay Area.

The logo

The original logo lacked cohesiveness and versatility when being displayed on surfaces. We wanted to stay true to the original concept, but wanted to explore type that flowed with the developing illustration library.

Leon the Cat

He is our playful lucky charm and mascot used for quick brand recognition. He is a display of our own wants and desires that BHK serves towards. With a big appetite and a spark for indulging in fun, there is a little bit of him in all of us (at least on the weekends).

I also had the opportunity connect and collaborate with local collective 13 Gallons to create grand opening merchandise. These items were used as a special giveaway to first time restaurant goers.

Credits:

Food photography: Gourmand Group

BHK owner: AC Boral

Merch team: 13 Gallons