Paper Moon

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Paper Moon

Paper Moon is a self-authored 1940's style dim sum and lounge in the spirit of historical Chinatown. By day, Paper Moon is a family friendly dim sum restaurant. By night, it is a sultry lounge awash in lantern light and the sounds of lively period jazz and equally lively games of mah jong.

A traditional Chinese banner is the source inspiration for an illustrative logo that transitions to a tag like business card. The cards feature a persimmon red front and a patterned back complete with hand foiling for a more accessible alternative to letterpress. Because of its transitional nature, Paper Moon offers two menus. The day menu is a hanging lantern, while the evening menu takes a more traditional format with a rich tassel that references the logo.

The dining experience culminates with the use of a traditional "fortune envelope" designed to carry the bill. Statements on the fortune bill and mailing envelope light heartedly poke fun at kitschy fortune cookie sayings.

2012/13 Brand New Award Winner, Published in Creative Quarterly No. 49, Published in Coloring Your Brand by Dopress Books, Featured on Design Work Life and We And The Color, Published in Excellent Branding Identity by Hightone Books, Featured in Creative Quarterly 100 Best annual of 2014

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