“It all started in 1973 when Andrew Cherng and his father, Ming-Tsai Cherng, opened the fine dining restaurant Panda Inn in Pasadena, California. Andrew had a vision of offering delicious signature Chinese entrees to a wider audience and in 1983 opened the first Panda Express in Glendale, California. Today, Panda Express has grown to over 1,650 restaurants nationwide and continues to be family owned by Andrew and Peggy Cherng.”
Studio MPLS (Minneapolis, MN)
Studio MPLS was charged with leading this initiative by reimagining every visual element of the brand experience, assimilating and mobilizing Panda's family-owned values through a strategic overhaul of their verbal and visual positioning. The result of this two-year (and counting!) partnership is a reinvigorated brand that more accurately reflects and conveys the vibrancy, happiness, and sincere care for all people found at the core of Panda Express.
Images (opinion after)
At the end of last year we did a Review of this project with a limited source of images as there was no official rollout so, now that Studio MPLS has released additional images that show further development of the identity, a follow-up was in order. In that review I had expressed my optimism for the potential of the redesign and the images below confirm it. In part because of the logo and wordmark update but mostly because of the introduction of new design elements and illustrations that bring some welcome variety to the brand. I also like the use of the Panda Express wordmark in its stacked configuration, which is usually a really hard approach to pull off convincingly or even aesthetically pleasingly. Overall, assuming all the pretty packaging below gets implemented, this should tremendously elevate the aesthetics of the restaurant and takeout presence.