Beijing is an ever-evolving city known for its incredible history, culture and more recently, its architecture and craft beer. It is not, however, associated with fresh air or organic, healthy food. The founders of Tribe believed it was time to change this. And thus was born the idea of an organic café, in the heart of Beijing.
Shift helped create the name, packaging, environmental graphics, photography and social media presence for Tribe. The focus was on showcasing the delicious, wholesome goodness of the food, made with 100% organic ingredients. The restaurant materials, including the menu and the ‘Glossary of Goodness‘ detailing the nutritional value of each dish, have a distinct, handmade quality. We also helped create a whole range of mask stamps, through a worldwide competition among designers and illustrators, to further underline the hand-crafted look of the brand, in line with its promise of handpicked ingredients and high quality.
The result: an invitingly modern, wholesome visual identity that feels refreshingly natural – a perfect match for a restaurant that is all about eating, drinking and breathing pure.