Pan-Fusion – Brand Identity for a Scallion Pancake Street Food Concept

Goal

To develop a strong, energetic brand identity for Pan-Fusion—a conceptual street food brand that reimagines global wraps using the Chinese scallion pancake (台式蔥油餅) instead of tortillas. The brand was meant to blend culinary tradition with modern street culture, offering something familiar yet fresh.

Thought & Creation Process

The idea stemmed from a single, flavorful insight:

"What if the wrap itself was the story?"

While many fusion food brands focus on their fillings, Pan-Fusion places the flaky, elastic, aromatic scallion pancake at center stage. The creative direction emphasized movement, texture, and a spirit of playful cross-cultural blending.

Naming & Brand Positioning

The name “Pan-Fusion” works on multiple levels:

• “Pan” for the skillet preparation method
• “Fusion” for the globally inspired fillings
• Together, it reflects culinary convergence—a theme core to the concept’s personality

The tagline “Flavors Without Borders” emerged as the voice of the brand: adventurous, inclusive, and deliciously unpretentious.

Visual Identity System

Logo Design

We designed a whimsical logo combining:

• A spiral pattern referencing the layers of a scallion pancake
• A stylized rolling pin to communicate craft and movement
• Typography that was bold, rounded, and slightly hand-drawn—balancing approachability with energy

Color Palette

• Warm spices and street-side tones: turmeric yellow, chili red, toasted sesame brown
• Designed for contrast against metal carts, kraft packaging, and social media feeds

Brand Application Concepts

• Circular sticker badges for packaging and uniforms
• Menu board mockups for a food stall or pop-up kiosk
• Scallion-pancake-inspired textures in social backgrounds and signage

Outcome

Though the concept remains unrealized, the Pan-Fusion brand identity is launch-ready and structured for growth. It offers:

• A flexible visual toolkit that can adapt across physical and digital environments\
• A clear, differentiating story in the fast-casual space
• A compelling foundation for future pitch decks, truck wraps, menu rollouts, and merch

This project showcases Unpixel8’s strength in turning a simple culinary idea into a deeply layered brand, ready to capture both stomachs and hearts.