One of Canada’s top chefs was re-launching his restaurant, from the space to the menus. A new identity was needed to tell his story. Inspired as much by +tongtong’s marriage of organic elements and contemporary materiality as by Chef Lee’s philosophy of cooking, the identity reflects the essence of what good food is about and the elements that come together to create a memorable dish. Imagery has a raw sensuality and sense of craft that mirrors Chef’s deep love of food, while texts give voice to his sense of playfulness and the restaurant’s spirit of conviviality.
