Silver Dragon Concepts

Airport Concessions Branding

A long time client recently relaunched their business, transitioning from a successful Airport Restaurant Concession located in Oakland, CA, to a full-fledged Airport Concessions Group operating at the bustling San Francisco International Airport in the Bay Area.

Being entrusted with this significant and substantial task was truly an honor, as I had the opportunity to assist in reframing their branding and the essential naming of the business. I envisioned an approach that would evoke a connection to their rich family history without falling into the trap of being perceived as stale corporate brand like most in the concessions space. It was important to maintain a professional image that aligned with the well-established brands they were already working with, all while ensuring that they did not lose touch with their vibrant Chinese heritage and cultural identity in the process.