Lee and Johnny came to me with a bold vision: to launch their first food counter in Glasgow serving home-prepped, fast Asian food packed with flavour and attitude.

The name Ho Lee Fook was a clever play on words! Tongue-in-cheek but with genuine cultural meaning, translating to “good fortune” in Cantonese. They wanted a brand that embodied that same spirit: fun, fearless, and full of life.

Our goal was to create a standout visual identity that captured the energy of “an angry Asian in the kitchen” strong, simple, and instantly memorable.

From the beginning, it was clear this brand needed to stand out! We focused on bold typography, punchy colour contrasts, and minimal iconography to create instant recognition and energy.

Drawing inspiration from Asian street food culture, vintage psckaging, old school Chinese calendars and playful illustrations, we developed a brand world that felt authentically raw yet modern. Every element, from logo design to brand pattern was built to communicate character and confidence, celebrating the humour and hustle that define Lee and Johnny’s story.

As a small counter startup, approachability was key. The identity had to feel fun and unpretentious while standing strong against established competitors in Glasgow’s buzzing food scene.

The final brand is vibrant, cheeky, and completely unforgettable, just like the food! Ho Lee Fook has since gained viral attention on TikTok, drawing long queues of customers and becoming a local favourite.

The visual identity perfectly balances humour with authenticity, proving that good design (and good fortune) go hand in hand.

I’m incredibly proud to have played a small part in helping Lee and Johnny bring their vision and their personality to life.