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.

Instead of escaping those references, we reimagined them. The concept moved from “reimagining Asian flavours” to reimagining the Asian imaginary itself. 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. Condensed type (also Arial) borrowed from takeaway flyers sits against a friendly grotesque, and a palette of red, off-white and off-black keeps everything simple.