A vibrant identity inspired by vintage Chinese typography and neon-lit cityscapes—reimagining family tradition through a contemporary lens.

Jacky and Jeffrey opened Lee’s Kitchen as a tribute to their childhood—their father behind the wok, the warmth of family meals, and evenings shaped by the rhythms of restaurant life. With Lee’s Kitchen, they wanted to capture these intimate memories while bringing a fresh perspective on Chinese tradition to the Copenhagen food scene. “We wanted something that could evolve,” Jacky explains, “but still be unmistakably tied to our culture.”

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Our identity balances nostalgia and modernity, inspired by vintage typography from traditional Chinese packaging and handcrafted signage found throughout Hong Kong. Typography leads our design—bold, expressive, yet thoughtfully restrained—evoking a sense of familiarity without sacrificing contemporary appeal. Neon-green accents reference Hong Kong’s iconic street signs, energizing the visual landscape and creating a dynamic interplay between past and present, East and West.

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We developed a flexible lock-up system allowing intricate layering of Chinese and English typography, echoing the complexity and liveliness of crowded urban streets. Repetitive typographic motifs form energetic patterns, subtly mirroring the rhythm of neon-lit cityscapes. These tactile elements help translate the brothers’ memories into visuals that feel both lived-in and fresh.

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From interchangeable neon-inspired Chinese characters to densely packed, vibrant typographic patterns, each design choice creates a conversation between eras and cultures. The result is an identity that feels both authentic to Lee’s Kitchen’s heritage and genuinely reflective of its new context—a design shaped by family stories, urban energy, and a desire to redefine perceptions through food and culture.