Miss Mi, Movenpick Hotel, Melbourne
Strategy / Branding / Way-finding / Collateral
Journey the Silk Road.
“Discover a road less travelled with Miss Mi, as she shares her journey of the Silk road inspired across Central Asia with you. Delight in food that awakens the soul with fire and spice”.
The Fragrance Group and Accor Hotels approached BrandWorks to conceptualize and create a new brand identity for an upscale New Asian Kitchen & Dining experience for it’s hotel brand. The concept is seen through the eyes of Miss Mi, a free-spirited traveller and lover of fine gastronomy and exotic Asian culture. Miss Mi (蜜), which means ‘honey’, personifies our refined and modern approach to traditional Asian dining.
As the Chinese proverb goes, ‘Preserve the old, but know the new’, acclaimed Borneo-Born Chef Esca Khoo provides a glimpse into the future of Asian-Australian Dining at Miss Mi Melbourne. His take on satay with Vegemite-glazed Kangaroo is “almost like half my life in Malaysia and half my life in Australia, represented in one skewer”.
The brand identity takes on a modern approach with minimalist zeal. Refined, the focus is on the food and the taste journey with revealing dishes adapted from the straits of Malaysia, Singapore and the archipelago to the abundant array spices of Thai and Szechuan cooking. The senses are awakened to an interplay of smoke, aromatics and spice, rekindling faded memories of faraway places in the far east. Mural graphics, signage and way-finding was designed to approve a hostlitic experience that invites patrons to begin the journey of 1000 miles emboldened by a taste adventure of South-East Asia.
