Pei Wei Asian Diner

brand identity

The quick casual extension of PF Chang's China Bistro, Pei Wei Asian Diner, was in its early years and quickly outgrowing their initial brand identity. Pei Wei needed a brand refresh to match the exceptional dining experience and to keep up with the concept's rapid expansion.

The new brand refresh and integrated marketing communications program was comprehensive and helped launch Pei Wei Asian Diner to the number one quick casual restaurant chain in the U.S.


  • Trademark Design
  • Photography Art Direction
  • Promotion & Campaign Design
  • Packaging
  • Interior & Exterior Signage
  • Franchise Website
  • Print Collateral
  • Menu System Design
  • Business Cards & Letterhead
  • Brand Guidelines
  • Website