Gangs of Rice is a “ghost kitchen” with delivery service in Madrid. Their philosophy focuses on offering the most authentic Asian food in the city while changing the typical image and taboos that exist around Chinese food in Europe.

The name “Gangs of Rice” was given by the client, they imagined a brand that was rebellious, mischievous, rude, but at the same time adorable.

The references they gave us as part of the brief are personalities from the culinary world, who have in common to be extremely talented and delicate in their work, but who hide behind a badass personality. So we took the phrase “Real talent hidden in a badass shell” as a starting point for the design.

When we try to hide our true selves for fear of appearing vulnerable, we wear many masks, specially when we are young, we present to the world with different versions of ourselves. That’s why the branding proposal explores not only one logotype but a visual language with different brand expressions that although they are very different from each other belong to the same identity.