Shois
A new brand strategy and visual identity bringing Chinese tradition, Venezuelan flavor, and Miami attitude together.
Capabilities:
- Brand Strategy
- Brand DNA & Values
- Logo & Visual Identity
- Art Direction
- Packaging Design
- Brand Applications
- Environmental Design
- Merchandise Design
- Digital Expression
- Social Media Launch System
Chinese food done right. With a twist.
For many Venezuelans, “chino venezolano” is more than Chinese food. It’s familiar, nostalgic, generous—the kind of food ordered for the table and shared with everyone. But Chinese takeout can also carry a very different perception: mystery ingredients, inconsistent quality, and convenience at the expense of trust. Shois sits at the intersection of those two realities. We repositioned the brand around what made that cultural crossover worth celebrating: real ingredients, bold flavor, Chinese technique, Venezuelan sazón, and a distinctly Miami attitude. The result is a brand built to challenge the category without losing the familiarity that made people love it in the first place.
That tension between trust and personality shaped the visual language. Bold typography and a direct red, black, and white palette give Shois confidence and clarity, while playful graphics, humor, and the presence of Chef Argenis keep the brand human and full of character. The system was designed to move naturally from packaging and uniforms to signage, digital content, and physical spaces, turning the same idea into a consistent experience at every scale: Chinese food with standards, cultural roots, and a personality entirely its own.
