happiness in a bowl

wok way

ROLE: ART DIRECTOR • DESIGNER • CONTENT WRITER

Wok Way was born from a simple dream: to make delicious, Asian-flavored fried rice accessible to everyone. The team approached me to craft a brand identity reflecting their passion for cooking and their mission: serving affordable, heartwarming meals to low-income communities and students.

In the Philippines' crowded food market, the challenge was making Wok Way stand out not just through taste, but through a joyful, memorable identity that instantly connects.

Crafting the Joyful Identity

The brief was clear: create something instantly recognizable, easy to reproduce, and, most importantly, happy. From early conversations, I understood that this wasn't just about fried rice; it was about joy on a budget and the idea that good food can turn someone's day around.

I started by digging into the name "Wok Way." There was something in it—a sense of direction, movement, a journey. I wanted the visual identity to carry that same double meaning: food as joy and the brand as a pathway to that joy.

A Smile in Every Scoop

The logo features a bowl of fried rice shaped like a smiley—simple, joyful, and instantly recognizable. It captures the happiness Wok Way wants to serve with every affordable meal. The extended tail on the “Y” of Wok Way adds a clever nod to the “way”—a path to comfort food and contentment.

Color Palette

We used sunny yellow and orange to signal joy and appetite, paired with a deep navy for balance and contrast. Stone gray subtly reflects the idea of a "path," grounding the overall look in interiors and bowls.
Iconography

Our iconography uses duo-toned yellow and navy, styled with clean curves and rounded edges. This design echoes the smile and bowl motif, making the icons light, friendly, and easy to spot at a glance.

Designed from Grains and Paths

We built a flexible visual system from two things: rice and roads. Curved lines inspired by paths and steam add motion and direction. Repetitive grain shapes symbolize abundance—used subtly as patterns, borders, and textures.

Bringing it all together

The design system radiates joy through its vibrant colors and playful forms. The "way" element flows throughout—woven into typography, textures, and accents—bringing a sense of movement and character. Together, these pieces form a cohesive visual identity that’s as warm, welcoming, and satisfying as a bowl of Wok Way fried rice.