Asian House is a Spanish fast-food company built on one promise: good Asian food, made easy. It needed an identity simple enough to read at a glance and flexible enough to scale across restaurants, delivery and packaging. The starting point was a question: what does the average Spaniard picture when they hear “Asian food”? For many, it’s the red-and-white takeaway flyer of the neighbourhood Chinese restaurant, with its pagodas, dragons and ornamental type. 

The pagoda became the house: the H of the wordmark carries a roof, and the same shape, together with a bowl and a smile, builds a family of icons and patterns. Font selection was Arial to be aligned with the simple concept: a font that’s on every system.