Design with delicious intent.™

Panda Express rebranding

Panda Express rebranding design and packaging by Studio MPLS

To the outsider, many of you may have a similar feeling towards Panda Express. It’s a low-quality Chinese food greasy-spoon found in the mall. Although that may have been how it was built, the trajectory of Panda is in a totally different direction. They’re not just saying it, they’re actually doing it. Part of the effort is reapproaching their brand’s identity to move away from the flashy discount-driven, cheaper look, to a clean, simple, confident look. At the helm of this rebrand is Studio MPLS and their work speaks for itself.

The refreshed Panda Express identity is driven by beautiful line-art illustrations representing somewhat expected Asian symbols and landmarks. The brand type has been rethought to be cleaner and more confident. The color palette is a softer approach to their former bright red and soulless black. (I hate the “color” black.)

Designed by Studio MPLS

gray

newpanda

teal

v3-02

v3-03

v3-05

v3-06

v3-14

v3-16

v3-18

v4-08

v7-19

white

 

 


Joseph serves as principal and creative director at Vigor, a restaurant and beverage branding and marketing firm, and curator/author/podcaster/host for Grits X Grids.

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