In the heart of Hell’s Kitchen, YingTao offers a refined take on Chinese cuisine through the lens of fine dining. Named after the owner’s late grandmother, his best friend and inspiration, YingTao brings a deeply personal story into a high-end setting. The restaurant received its first Michelin star in 2024, earning recognition for its multi-course tasting menu that blends Chinese flavors with French techniques and a curated wine experience.

Our branding direction reflects this balance of intimacy and elevation. The logomark takes cues from the traditional Chinese family seal, reinterpreted with elongated, custom-drawn strokes to create a vertical rhythm, delicate, minimal, and bold. The identity draws from a minimal and bold, rich red and black color palette, to embody a blend of cultural legacy and a bold aspiration of becoming the first Michelin-starred Chinese restaurant in New York.

The design system extends to signage, digital website, and printed matter, offering a seamless experience from streetfront to table. Every detail is designed to echo the restaurant’s guiding philosophy: honoring memory while looking forward.