Kingmen Group social media post design, incorporating bold visuals and storytelling to attract a younger, luxury-driven audience in the F&B sector.

Kingmen Group, a family-owned F&B business with 30+ years of history, needed a refreshed brand to engage loyal patrons and attract younger, luxury-focused audiences. Through strategic rebranding, visual identity design, and a website overhaul, we crafted a bold, cohesive brand that honors their legacy and drives future growth.

Context
As a family business rooted in tradition and excellence, Kingmen Group has been a staple in the F&B industry for over three decades. With a reputation built on exceptional culinary craftsmanship and unforgettable dining experiences, their restaurants and cafes have become beloved destinations for food enthusiasts. However, as the market evolved and customer expectations shifted toward a more modern, luxury-driven experience, Kingmen Group recognized the need to adapt. It was time to elevate their brand to reflect both their rich heritage and their forward-thinking vision for the future.
Approach
We began the rebranding process by immersing ourselves in the essence of Kingmen Group. This meant understanding their goals, values, and vision for the future. Through discovery sessions, we delved deep into their legacy and took tours of their restaurants to experience their food, ambiance, and menus firsthand. Our goal was to create a visual identity that mirrored the exceptional culinary experience they offer.
Client
Kingmen Group
Type
Brand Transformation & Website Redesign
Info
2023 | F&B Hospitality | Business Stage: Growing
Modern homepage design for Kingmen Group website, highlighting their locations, menus, and inviting food photography for a top-tier dining experience in the hospitality sector

Research & Strategy

Our research focused on uncovering Kingmen’s unique position in the market and understanding their evolving audience. We developed detailed customer personas, balancing the needs of their loyal patrons with the desires of their new target demographic. This helped us identify key elements that would guide the rebrand: timeless elegance, boldness, and a touch of modern sophistication.

Design Exploration

With the strategy in place, we embarked on a design journey to redefine their visual identity. We explored various style concepts and logos, testing different looks and feels to ensure alignment with the brand’s story. After narrowing down the options, we crafted a new logo and visual identity system. This was further refined with mockups, showcasing how the brand would look in real-world applications—from menus and signage to social media and stationery.

Elegant menu design for Kingmen Group, featuring premium typography and food imagery, crafted to enhance the customer experience in luxury restaurants and cafes.
“Feast every meal like a king.”
Branded stationery for Kingmen Group, including business cards and letterheads, designed to reflect luxury and professionalism for a family-owned restaurant group.Bold and premium Kingmen Group logo design showcasing a regal crown symbol and modern typography for a luxury-focused F&B hospitality business. Rebranding and visual identity for restaurants and cafes.Branded stationery for Kingmen Group, including business cards and letterheads, designed to reflect luxury and professionalism for a family-owned restaurant group.Modern homepage design for Kingmen Group website, highlighting their locations, menus, and inviting food photography for a top-tier dining experience in the hospitality sector.

Website Redesign

Kingmen Group’s website redesign was centered on building awareness and enhancing the customer experience. The site needed to effectively showcase their restaurant locations, menus, and the exceptional dining atmosphere. We prioritized a clean layout with high-quality photography of their dishes and spaces, allowing visitors to feel the Kingmen experience even before stepping into their restaurants.

The Outcome

The result was a bold, premium visual identity that perfectly encapsulates Kingmen Group’s ethos: “Feast every meal like a king.”

The redesigned logo features a regal king symbol, paired with a sophisticated color palette that conveys luxury and warmth. A photography style guide ensures consistency in showcasing their welcoming ambiance and exquisite dishes. Every detail, from logo usage to tone of voice, was documented in a comprehensive brand guidebook, providing a roadmap for Kingmen Group’s future growth.

The website redesign ties it all together, creating an immersive digital experience that reflects the group’s passion for hospitality and food innovation.

Bold and premium Kingmen Group logo design showcasing a regal crown symbol and modern typography for a luxury-focused F&B hospitality business. Rebranding and visual identity for restaurants and cafes.Branded stationery for Kingmen Group, including business cards and letterheads, designed to reflect luxury and professionalism for a family-owned restaurant group.Modern homepage design for Kingmen Group website, highlighting their locations, menus, and inviting food photography for a top-tier dining experience in the hospitality sector.Bold and premium Kingmen Group logo design showcasing a regal crown symbol and modern typography for a luxury-focused F&B hospitality business. Rebranding and visual identity for restaurants and cafes.Branded stationery for Kingmen Group, including business cards and letterheads, designed to reflect luxury and professionalism for a family-owned restaurant group.Modern homepage design for Kingmen Group website, highlighting their locations, menus, and inviting food photography for a top-tier dining experience in the hospitality sector.Bold and premium Kingmen Group logo design showcasing a regal crown symbol and modern typography for a luxury-focused F&B hospitality business. Rebranding and visual identity for restaurants and cafes.Branded stationery for Kingmen Group, including business cards and letterheads, designed to reflect luxury and professionalism for a family-owned restaurant group.Modern homepage design for Kingmen Group website, highlighting their locations, menus, and inviting food photography for a top-tier dining experience in the hospitality sector.Bold and premium Kingmen Group logo design showcasing a regal crown symbol and modern typography for a luxury-focused F&B hospitality business. Rebranding and visual identity for restaurants and cafes.Branded stationery for Kingmen Group, including business cards and letterheads, designed to reflect luxury and professionalism for a family-owned restaurant group.Modern homepage design for Kingmen Group website, highlighting their locations, menus, and inviting food photography for a top-tier dining experience in the hospitality sector.
"We approached Design Equals to conduct a rebranding project for our family business. It was important to us that our legacy and history shone through our updated branding whilst still appearing innovative and current. The brief was challenging and delivered with high expectations, all of which were not only met but surpassed . They were professional, approachable, and communicative every step of the way. We love our new brand identity and we look forward to future projects with them" —Winki Siu,KG, HK