Madam Sixty Ate: MADAM SIXTY ATE

Credits & Description:

Category: Consumer Services

Advertiser: ATELIA CORPORATION

Product/Service: RESTAURANT

Agency: SUBSTANCE

Creative Director: Maxime Dautresme (Substance)

Designer: Jeremy Huen (Substance)

Illustrator: Vincent Wong (Substance)

Copywriter: Lynette Chiu (Substance)

Designer: Mandy Chan (Substance)

Media placement: Business Cards Series - Restaurant - April 15th 2011

Media placement: Letter Head Series - Restaurant: Distribution To Customers - April 15th 2011

Media placement: Menu - Restaurant - April 15th 2011

Media placement: Envelope - Restaurant: Distribution To Customers - April 15th 2011

Media placement: Coasters Series - Restaurant - April 15th 2011



Describe the brief from the client

The only brief we had was a name, 'Madam Sixty Ate', which was a play on their address: 60 Johnston Road, Shop 8. They entrusted the entire creative concept to us, which we saw as a fantastic opportunity to create a compelling story for the brand. We interviewed the client and held a workshop to determine the inspiration for their business.



Describe the challenges and key objectives

Hong Kong has a competitive and crowded F&B scene. Restaurants open and close every week and there’s always something new to try. We aimed to give patrons, with a passion for cuisine, a compelling reason to re-visit the restaurant instead of picking another new opening. For this we needed a great story to cut through the clutter, connect the brand with the cuisine and the chef’s inspiration, as well as give guests something to talk about to their friends.



Describe how you arrived at the final design

The key inspirations were the chef's travels, experimental ingredients and penchant for the whimsical. To tie these together we created the character Madam Sixty Ate, intrepid traveller and chef extraordinaire. Her surreal experiences in a mystical world are documented and reflected as the brand through paintings, journal entries and graphic design on various collateral. The hybrid animals she discovers are a literal interpretation of the cuisine’s ingredients. The journey from apértif to digestif is a reflection of the journey Madam has, encountering unique species in a fantastical land.



Give some indication of how successful the outcome was in the market

Firstly, every printed media review of the restaurant included an image of the branding. Food blogger’s not only took pictures of food but also featured pictures of the branding on their blogs along with comment on the interesting paintings. The client has even had several offers to buy the paintings that hang in the restaurant. One more success was the interest the work generated from our peers who actively sought to find out which agency had developed it. Lastly, the client was delighted with the outcome and felt that the agency had perfectly captured their vision.