BaseHall Bringing a world of food discovery to Hong Kong.

We partnered with Hongkong Land to create an East Asian food hall concept like no other. Our ambition was to make BaseHall unmissable and unforgettable, creating a creative community platform for authentic talent. Starting with food, but capable of expanding into a full experiential hub of culture and events.
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We needed to develop a brand that would punch above its weight and stand out—something that would challenge the expected experiences of Central and entice people to venture down a rabbit hole to a completely new kind of destination, in an area they might not normally associate with food. The boldness of the BaseHall branding is designed to persuade people that BaseHall is new and different enough to justify that unconventional trip.
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Given the incredible range of food on offer at BaseHall—ranging from a 60-year-old roast goose shop to brand-new Michelin-starred experiences—it was crucial to create a brand that not only stood out but also quickly earned credibility in the food and drink world.
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BaseHall’s identity is inspired by the visual richness that Hong Kong offers. From the signage to the tactile nature of the photography, every element has been carefully crafted to pay homage to the city’s vibrant and diverse culture.
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We developed a design system that is both agile and adaptable—able to compete on the global stage while celebrating Hong Kong’s rich heritage. As part of this system, we created a bespoke typeface unique to BaseHall, which subtly references the distinctive circular windows of its original home, Jardine House. Symbolic of discovery, these porthole-style windows reflect BaseHall’s ambition to transport diners to new worlds through exceptional dining experiences.
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We also commissioned a group of East Asian illustrators to bring the different restaurants to life. Given the importance of authentic storytelling, we wanted to create an environment where every vendor had an equal opportunity to shine.
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Having applied this identity across various formats—from physical signage to animated digital content—and with a bold, distinctive tone of voice, BaseHall is now making waves across Hong Kong, attracting a whole new crowd of diners eager to explore its exciting world of food and drink discovery.