Overview

Located on Melbourne’s iconic Chapel Street, Dukang Restaurant & Bar set out to introduce a modern Asian fusion dining and wine experience inspired by the Chinese legend of Dukang (杜康), the man credited with discovering wine. The goal was to establish a bold and sophisticated presence that resonated with Melbourne’s vibrant dining scene while paying homage to its cultural roots.

The brand identity was crafted to reflect the fusion of tradition and modernity. Elegant typography, contemporary layouts, and subtle cultural references brought the story of Dukang to life while positioning the venue as a stylish destination for food and wine enthusiasts.

I led the design of the end-to-end brand identity, ensuring a cohesive visual experience across every customer touchpoint

Through a unified design system, Dukang was able to launch with a clear, sophisticated identity that differentiated it from competitors and attracted attention on Chapel Street. The seamless integration of branding across physical and digital touchpoints helped the restaurant establish credibility and a strong first impression with its target audience.