Fat Dragon Food Hall
2024 - 2025
Company: Navigate Group
Client: Shiupong Group
Senior Designer: Devaki Majoomdar
Intermediate Designer: Nevi Gaetan (Lead)
Combining tradition and modernity for a whole new culinary experience.
We were approached by Shiupong Group to develop a brand identity for their new venture aiming to bring life back to Dragon City Mall. How did we do this? By developing a jolly mascot, a colourful brand with high impact typography, and a love letter to Toronto’s Chinatown.
Dragon City Mall has been a local landmark in Toronto, where shoppers can find traditional ingredients, small businesses can showcase storefront operations, and students can purchase quick meals between classes. As Toronto has expanded, this staple of the community has been seen as a representation of Chinatown’s history. Just because something is a historical landmark does not mean it is something of the past.
2024 - 2025
Company: Navigate Group
Client: Shiupong Group
Senior Designer: Devaki Majoomdar
Intermediate Designer: Nevi Gaetan (Lead)
Combining tradition and modernity for a whole new culinary experience.
We were approached by Shiupong Group to develop a brand identity for their new venture aiming to bring life back to Dragon City Mall. How did we do this? By developing a jolly mascot, a colourful brand with high impact typography, and a love letter to Toronto’s Chinatown.
Dragon City Mall has been a local landmark in Toronto, where shoppers can find traditional ingredients, small businesses can showcase storefront operations, and students can purchase quick meals between classes. As Toronto has expanded, this staple of the community has been seen as a representation of Chinatown’s history. Just because something is a historical landmark does not mean it is something of the past.
How can we create a brand identity that is both familiar to long time residents, and exciting for the next generation? By mixing modernity and tradition, Fat Dragon revitalizes the spirit of Toronto’s Chinatown in a way that feels both new and familiar. Residents will feel nostalgia through familiar sights and smells, while visitors can be charmed and delighted by a new experience.
The challenge was finding a name and identity that connected to the community, while still being adaptable as a showcase for local small businesses wanting to rent out space in the venue. Rather than create a full scope of branding materials, the focus was on creating an identity that was highly adaptable and clear on first sight.
The challenge was finding a name and identity that connected to the community, while still being adaptable as a showcase for local small businesses wanting to rent out space in the venue. Rather than create a full scope of branding materials, the focus was on creating an identity that was highly adaptable and clear on first sight.
Fat Dragon’s logo combines traditional characters with western typography, creating a visual language for diasporic communities. The characters used to translate Fat Dragon are “Lóng Fā,” with “Fā” meaning to prosper.
Fat Dragon’s primary brand element to be used in applications is the red outline mimicking the back of Mahjong tiles. Other inspiration was taken from the vibrant fruit markets of Toronto’s Chinatown, with the Fat Dragon colour palette evoking a nostalgic sense of place through vibrant hues. It was important to create a palette that reflected a sense of place, with much of Toronto’s Chinatown being covered in hues of red and gold.
Fat Dragon’s primary brand element to be used in applications is the red outline mimicking the back of Mahjong tiles. Other inspiration was taken from the vibrant fruit markets of Toronto’s Chinatown, with the Fat Dragon colour palette evoking a nostalgic sense of place through vibrant hues. It was important to create a palette that reflected a sense of place, with much of Toronto’s Chinatown being covered in hues of red and gold.