The company

RBT is a well-known chain of casual dining establishments in China, serving simple but lovingly created food and teas. When it was founded in 1991, it quickly became the most popular place to meet among Shanghai youth, and levered that popularity to expand greatly.

The challenge

Years after its initial success, and no longer the “in” place to be, RBT was looking for a partner to revitalize its brand. RBT turned to us with the goal of adding new inspiration and positive energy to its brand.

The solution

Our collaboration has brought about a new brand identity, which is vibrant and joyful. RBT’s spirit of openness was palpable in our workshops and influenced greatly its new brand positioning. We redesigned the logo, created a set of images and graphic elements, as well as remodelling the restaurants themselves. The brand’s new look speaks to today’s youth: “Warm memories last forever. Come and enjoy the decent tea, great food and have a good time at RBT!”