CHALLENGE

By 2040, London is projected to become 61% multicultural. Despite this, ‘multi-ethnic’ remains an unrecognised social category. How can a brand leverage graphic design as a medium to represent multi-ethnicity- those identities that are fragmented and hybrid, a cut and mix of several cultural notions all their lives?

OUTCOME

The brand- a supper club brings together individuals with fragmented cultural identities—those who partly belong to one culture, partly with another, and so on. The concept of ‘fragmentation’, embracing distinctive parts of individuals that are yet complete facets of one’s identity, shapes the visual language of the brand.