The main challenge was to rethink how an Asian food brand can look and feel — without falling into clichés. We stayed away from obvious cultural references and focused on freshness, simplicity, and trust.
The brand had to speak to three very different audiences: young people, IT workers, and families with kids. It needed to be universal — and still recognizable.
DAO is about flavor, comfort, and food you come back to. At its core, the brand is simple and honest: no fluff, just good food, good people, and a good vibe.
The visual system adapts easily across menus, packaging, merch, and social — creating a consistent, living identity that people want to be part of. For us at Boltshift, this project was an opportunity to push the boundaries of what a modern logistics website can achieve.
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