Jumping Pans
Client: The Restaurant Group
Agency: Cheil
Industry: Hospitality and Food Service
Services: 360 Campaign: Logo, Brand, Visual Identity and Advertising
Date: 2021 and 2026 (re-approach/campaign build)
Role: Senior Designer/Designer Lead
Intro
Jumping Pans is a delivery-first Pan-Asian takeaway brand created for The Restaurant Group. Designed to cut through an oversaturated takeaway market, the brand was built around the idea of travelling through taste — combining bold street-food flavours with the energy of Asian nightlife and travel culture.
Brief and Outcome
Working as Lead Designer alongside a creative team and Creative Director, I helped develop the brand from the ground up — from naming and positioning through to visual identity, packaging and campaign direction. The aim was to create a takeaway experience that delivered more than just food, bringing together flavour, movement and discovery to make each order feel like a journey.
This project also became an opportunity to evolve the original identity further. I’ll take you through the initial brand creation, before exploring how I independently expanded the world of Jumping Pans in my own time — pushing the identity into a more campaign-led, culturally relevant and advertising-focused space for the 2026 market.
Final logo
AR Markers
2026 Development
As the foundations is already strong, the marque has personality, the shorthand icon is memorable, and the cyan/magenta palette immediately gives it energy and recognisability in crowded delivery-app environments. What’s missing now is a richer world around the identity: a system that turns the logo into a full cultural and sensory experience.
Guidelines
New KV
Typography: What's changed?
The typography has been refined to allow the logo to exist as a stronger standalone mark. Moving away from using Futura across the wider identity, a new primary and secondary type system was introduced to help bring more personality and depth to the brand. The updated typography balances cultural energy with a clean, contemporary aesthetic.
The typography is now a balance of impact and functionality, pairing bold condensed grotesks with mono-inspired utility type to emulate travel documentation, receipts and airport coding systems.
Brand Identity
Photography and art direction became key to elevating the brand. Cinematic food imagery and neon nightlife references created a premium editorial aesthetic inspired by fashion, music and street culture rather than traditional takeaway advertising. The result is a delivery brand that feels immersive, recognisable and culturally relevant.
Photography Style
Branded Elements
The introduction of the travel concept transformed the brand narrative into something more ownable and experiential. Immigration stamps, destination labels, boarding pass-inspired graphics and route-based flavour naming systems create a recognisable world around the food, turning every order into a journey.
Dishes become destinations: from Bangkok Smoke to Tokyo Heat and Seoul Crunch, reinforcing the idea of travelling through taste.
Pattern
Categories
Packaging
OOH Advertising
Motion
Static
Instagram Stories
Summary
Jumping Pans has evolved from a takeaway identity into a fully realised cultural brand world. What began as a delivery-first Pan-Asian food concept has been expanded into a bold campaign-led experience inspired by nightlife, movement and the energy of travelling through Asia.
The refreshed identity pushes beyond traditional takeaway branding, repositioning Jumping Pans as a modern lifestyle brand built for the 2026 market. Neon-inspired colour palettes, high-contrast typography and immersive food photography create a visual system that feels fast, expressive and digitally native. Designed to thrive across delivery platforms, social content, motion and outdoor advertising.