Xie Xie Nong 謝謝儂 | 京川滬菜 | Branding design

Xie Xie Nong (謝謝儂), meaning “thank you” in Shanghai dialect, is a Shanghainese restaurant in Hong Kong. Previously named Shanghai Po Po 336, is one of our rebranding projects in 2019. We want to keep the essence of the brand and bring freshness to customers at the meantime. Also, we want to show people the culture and human warmth of the old Shanghai lanes.

Solution

“336” is the homophonic of “xie xie nong” (thank you) in Shanghai dialect, implying that the restaurant makes every dish to thank their customers for the support. To emphasise this message, we directly use Xie Xie Nong (謝謝儂) as the brand name, simpler and catchier.

Shanghai lane is an inseparable element in Shanghai people’s daily life. People eat in the lane, play in the lane, grow in the lane. We thus put this signature Shanghai culture into the logo by representing it with three arches.

Sentences using “儂” (nong) can be seen on the wall, inside the menu of the restaurants. The word “儂” not only means “you”, but also implies the human touch and Shanghai culture behind. Together with the wall paints of the Shanghai lady, walking into the restaurant will bring you back to the old days in Shanghai.