Angry Monk
Branding for Belgrade's hottest pan-asian restaurant
Naming
Branding & Visual Identity
Staff Uniforms
Interior Signage
Call it by its name
On the one hand, we strongly believe that if Einstein’s parents had called their newborn son Alfred rather than Albert, it wouldn’t have changed a thing about the Theory of relativity.
On the other hand, we’re all verbal creatures. We like names and word games, and easily associate loveable objects with their names.
Take for example the list of names offered to this Asian lounge bar and restaurant in Belgrade. The “Shanghai Tea Room” would have taken it to a more pre-Communist China, decorated with a colonial flair (imagine the slow swivel movement of ceiling fans in a dimmed hotel lobby). Whereas “South-East” would probably have led us to use signage and way-finding elements. While the “Tiger & Lotus” would surely have turned its branding identity into a traditional Asian art look-alike.
The chosen name, “Angry Monk”, enabled us to create a well-organized chaos of images and colors. The perfect combination of serenity and rage, the monk and the anger.
Following the name, we added a tagline which in itself is a combination of descriptors and flavors - it’s a restaurant, hence the “food”, but an Asian one, hence the “temple”. It’s a drinking place, hence the “cocktail”, but innovative, hence “lab”.
Tiger & Lotus
South Eastern Kitchen • North Western Bar
Shanghai Tea Room
South Eastern Kitchen • North Western Bar
South East
Food Temple • Cocktail Lab
Angry Monk
Food Temple • Cocktail Lab