What is "Jia Ba Buei" ?
“Jia Ba Buei” translates to “Are you full yet?”—a familiar phrase in Taiwanese culture that expresses care and hospitality beyond just food. It resonates across generations: warmly used by older Taiwanese and fondly recognized by younger Taiwanese-Americans as a cultural touchstone.
The name also reflects a deeper cultural mission. While Taiwan today predominantly communicates in Mandarin, its native language—Tai-Gi (臺語, Taiwanese Hokkien)—has gradually declined due to government policy, education, and media influence. Recently, however, there has been a renewed movement to preserve and celebrate Tai-Gi, especially within diaspora communities.
The branding for “Jia Ba Buei” embraces this linguistic and cultural heritage. By centering the business identity around a phrase in Tai-Gi, the design highlights both nostalgia and modern relevance—bridging generations while sparking curiosity about Taiwan’s native language.
This project demonstrates how design can serve not just as visual communication, but also as cultural storytelling: preserving traditions, fostering identity, and making heritage accessible to wider audiences.
New York, USA
2023-2024
Restaurant
Shax - Brand designer
AM Branding
Challenge
While the client had very clear decision on the name yet difficulty on the logo icon. Since the name itself is difficult for English speaker to define the meaning. They requested the logo icon to be easily identified as Taiwanese food.
Results
We had collected all the related informations and went through multiple discussions with the client. We came to a final decision with the idea of Taiwanese Bento Box.
Process
Current Market Position:
A Taiwanese restaurant positioned to serve both local diners who are curious about authentic Taiwanese cuisine and the Taiwanese community seeking a comforting taste of home.
Tone of voice:
The brand communicates in a voice that feels authentic, reflecting true Taiwanese culinary roots; nostalgic, evoking memories of home and comfort; and modern, presenting the culture in a fresh, stylish, and approachable way for today’s audience.
Visual Design & Style Guide:
We developed a cohesive visual language that includes defined color palettes, typography, and pattern systems to ensure consistency across the entire brand. A comprehensive style guide was also created to support alignment and maintain visual consistency in future updates.
Conclusion
The project successfully established a cohesive and scalable visual identity that strengthens brand recognition and ensures consistency across all touchpoints. The comprehensive style guide provides a clear foundation for future design updates and long-term brand growth.