WUK: West Indie Thai Fusion

WUK: West Indie Thai Fusion

OVERVIEW

OVERVIEW

WUK is a West-Indian Thai fusion restaurant founded by Chef Alecia Massiah. The restaurant's name is derived from the word "wok", a bowl shaped frying pan typically used in East Asian cooking— an ode to the restaurant’s Thai inspired dishes. WUK strives to make the world a better place by putting the environment first and producing as little waste as possible. In utilizing locally sourced produce and eco-friendly dinnerware, WUK is able to lower Brooklyn’s carbon footprint while simultaneously providing fresh, healthy meals to their customers.


Chef Alecia Massiah describes the atmosphere of the restaurant as being "comfortable, but not too comfortable to where customers feel they can bring in their own drinks." Customers should feel a sense of warmth and homeliness in the restaurant's atmosphere, however, they should also still feel the need to maintain a degree of decorum. Groups are heavily encouraged to dine here. The ask for this project was an earthy and culturally inspired brand identity paired with accompanying collateral.

When posed the question: “What is something you would like to change, make better, and/or fix in our society, New York, or the world?”— I immediately knew that the issue I wanted to tackle was that of food insecurity. After much preliminary research, my proposed solution to remedy the increase of food insecurity amongst New Yorkers since the 2020 pandemic was to implement a fresh food delivery program. The program would primarily be housed within a mobile app and would work in collaboration with some of the city’s largest food rescue and donor organizations. I wanted to give the program’s members the ability to have food from local pantries and greenmarkets delivered to their doorstep with the touch of a button. With this in mind, The Parcel Pantry was born.

To bring this idea from concept to a tangible product, I first conducted both ethnographic and user experience research in order to further solidify the concept and build the brand strategy. Based on the findings of my research, I then designed the brand identity, collateral, user interface, ad campaign, and social media content for the program.

Year

2023

Client

Chef Alecia Massiah

ROLE

Lead Designer

SCOPE

Brand Strategy

Brand Identity

Menu Design

Illustration / Vector Art

Photo Editing

Contact

contact.bryannaandrew@gmail.com

© 2024 Bryanna Andrew

Contact

contact.bryannaandrew@gmail.com

© 2024 Bryanna Andrew

Contact

contact.bryannaandrew@gmail.com

© 2024 Bryanna Andrew