The Situation

After 18 months operating as Hakkasan Jakarta, the rooftop restaurant at Alila Hotel needed an entirely new identity. With only weeks to launch, the challenge was to create a premium restaurant brand that retained the quality guests expected while introducing a more social, energetic concept that felt relevant to Jakarta's evolving dining culture.

The Context

We began with an intensive discovery phase, reviewing commercial performance, interviewing stakeholders, analysing competitors, auditing digital channels and identifying changing consumer behaviours across Jakarta and global hospitality.

Our research revealed an opportunity between formal fine dining and traditional nightlife: a luxury destination where exceptional Cantonese food, music and social energy combined into one seamless experience. The emerging 'clubstaurant' movement provided the inspiration, while the strategy was carefully adapted for the Indonesian market.

What We Did

Working alongside the ownership team, we developed the complete brand strategy and creative platform for the venue.

This included the market positioning, customer strategy, concept development, naming, visual identity, tone of voice, marketing principles and launch strategy. We transformed the restaurant into CHAO CHAO - a contemporary Cantonese dining destination that balanced luxury with playfulness, encouraging guests to stay from dinner through to late-night cocktails and entertainment.

The work extended beyond strategy into a comprehensive set of brand guidelines, covering visual identity, communications, photography, marketing campaigns, branded assets and digital experience to ensure consistency across every customer touchpoint.

The Outcome

CHĀO CHÀO launched as an entirely new brand, giving the venue a distinct identity independent of Hakkasan while preserving the premium standards of the original operation.

The result was a vibrant hospitality brand with a clear personality, strong strategic positioning and a complete framework for marketing, design and future growth, turning an operational challenge into the launch of one of Jakarta's most distinctive contemporary Cantonese destinations.