Tjioe The Caterer began as a quaint Chinese restaurant in Chinatown before World War 1. As a Chinese family-owned business, changing its brand image came unexpectedly easy.
Considered as the top and most prominent elegant Chinese caterer in the Philippines, the son’s owner welcomed new ideas.
I was tasked to create a new and contemporary identity that sits well with the older generation. Food photography was done in their 5-story commissary building in Manila. The objective was to come up with a definitive book that will showcase how they treat food as art.
Other jobs needed were corporate communication materials and a website.