Brand Strategy Visual Identity Illustration Art Direction Environmental Design
Founded by the restaurateurs behind The Food Dudes and flagship eateries Rasa and Sara, Chop Hop is a new quick-service restaurant serving chopped salads. Their mission is to spread joy through food, crafting artful and delicious dishes that nourish people. WE collaborated with Chop Hop to create a multi-sensory experience—a vibe—with the founders' thoughtful, confidently relaxed, holistic approach extending across every touchpoint. Rooted in a strategy that positions food as a “feast for the senses,” the visual identity consists of an energetic logo with “chopped” crossbars that create a custom pattern when repeated, an ingredient-inspired colour palette and a library of unique illustrations that are configurable into playful compositions. WE continues to roll out the new system and photographic art direction as Chop Hop prepares to open its first location, successfully bringing the founders’ vision to life.